From segmentation to prediction: the new paradigm for digital audiences
The rise of artificial intelligence (AI) is profoundly redefining the digital advertising ecosystem, and one of the most significant changes is taking place in the way we understand, segment and engage with audiences. For years, marketing professionals have worked with models based on relatively static demographics, interests and behaviours. However, the advent of AI has […]
Advertising spend on traditional media vs. digital media in 2026: data, trends and strategies
The advertising market is undergoing a structural transformation driven by digitalisation, changes in media consumption and the development of data-driven technologies. By 2026, advertising expenditure figures clearly reflect this shift: the digital sphere now accounts for the lion’s share of spending, whilst traditional media continue to play a significant role in awareness-building and brand-building strategies. […]