Personalisation & Privacy

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.

In 2025, Google faces mounting legal pressure, major AI search updates, and internal shifts. Here's a breakdown of the latest developments—and what marketers need to know to stay ahead.

Outdated digital marketing laws are exposing ecommerce businesses to costly, unnecessary lawsuits. Reform is needed to protect responsible brands using consumer-friendly practices.

Personalisation, automation, and AI agents all hinge on one thing: real-time, user-granted consent. Without it, trust breaks, data dries up, and innovation stalls.