The current macroeconomic and geopolitical situation has led many brand marketers to take stock of their plans going forward. While talks of budgets and P&L manoeuvring will dominate the conversation, it is just as important for brands, if not more, to dedicate some time to refining their digital advertising strategy for 2023 and beyond. This has never been more relevant at a time when the industry shifts from the era of personalised advertising to one of personified advertising.