1-3 April 2025
2025
2025
How brands respond to the latest changes taking place on Meta’s platforms remains to be seen. But advertisers do have options, and this is a moment for them to rethink their approach to blocklists and banned words and take a fresh approach to their online advertising budgets and the role of news sites in their advertising mix.
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Chrome has long been a linchpin in campaign creation, audience targeting, and performance analysis, offering seamless integration with Google’s vast ecosystem. Its sale could fragment this unified environment, forcing those in the advertising industry to rethink how they approach everything from data collection to media buying.
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The application of contextual tech to evaluate the meaning of content across the open web is broadening. It remains, of course, a platform for watertight brand safety and targeting precision.
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The future of advertising lies in embracing technology without losing the human element, finding creativity within constraints, and combining precision and empathy.
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The path to successful implementation requires thoughtful planning and consistent optimisation, but the rewards are clear: organisations that embrace curation’s strategic potential will be better positioned to deliver privacy-compliant, highly targeted campaigns that drive measurable business results.
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As we look to the future, the path forward is clear: focus on the customer, adapt with purpose, and create value that resonates in a rapidly changing world.
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With any in-house advertising planning models, the platform approach to integrating and utilising data is critical. Key to success will be finding a platform with the coverage required to ensure accurate campaign planning and the cost points needed for the business case to stack up.
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By addressing the people side of change, organizations can increase the likelihood of successful implementation and achieve their data management goals.
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As 2024 draws to a close, it’s always instructive to pause and think about what the next year might hold. Here’s my take on what we can expect to see in 2025.
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