What a year 2024 was in the world of data. Google made its surprise about-turn on third-party cookies (already half buried, they now get to live on after all), while the meteoric rise of AI and machine learning put data quality under renewed scrutiny. Meanwhile, data collaboration became increasingly central to organisational strategies, with retail media networks leading the charge. 

The question is, what’s next?

Right now, marketers are feeling the squeeze. UK marketing budgets saw modest growth in the final quarter of 2024, after flatlining the previous quarter, and global spend shrank to just 7.7% of company revenue – a far cry from the 11% we saw in 2020.

That’s 30% less cash to make magic happen, forcing marketers to sweat every penny to prove their worth in the boardroom.

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