Personalisation & Privacy

Modern point-of-care marketing demands relevance, precision, and trust. Here are the five upgrades every healthcare marketer must adopt to engage HCPs effectively at the exact moment care decisions are made.

Performance marketing has reached a turning point. As 2026 unfolds, there are three shifts marketers need to watch and prepare for.

New data shows AI is augmenting Martech rather than replacing it, revealing how SMBs and enterprises adopt AI differently and why understanding the learning curve matters more than the hype.

Brands that delegate design and decision-making entirely to algorithms inevitably fall into homogenisation, where content starts to look and feel the same. The consequence is not just creative fatigue, but a measurable decline in long-term results, says John Speers, Joint Managing Director Middle East at MSQ.

Digital out-of-home is evolving fast, blending programmatic buying, AI-driven creative, and retail media links. Rebecca Callaghan and Anu Bijoy explore how DOOH can balance ethics, privacy, and performance while embracing innovation.

From smarter identity resolution and ecommerce assistants to generative content and new disciplines like GEO, martech leaders are rethinking what personalisation, attribution, and discovery really mean in 2025.

GenAI is stepping in where third-party cookies left off helping advertisers target audiences more precisely, with better ROI and a privacy-first mindset.

From AI disruption to brand decentralisation, marketing insiders weigh in on what to watch, what to fix, and what to double down on in 2025.

The report highlights rising user consent, growing iOS ad spend, and the effectiveness of consent-driven marketing approaches.

While 86% of global executives call AI core to their strategy, new reports from Kyndryl, Qlik and S&P Global reveal that complexity, cultural inertia, and capability gaps are keeping organisations from unlocking its true potential.