Digital advertising is evolving fast, with AI, retail media, and CTV leading the charge. As marketers juggle ROI pressures and shifting regulations, these hot topics will take centre stage at DigiAds@MAD//Fest London (July 1-3) as MAD//Fest's new SVP Global Partnerships, Ben Phillips, writes.

AI: From Experimentation to Expectation

Artificial intelligence has rapidly moved from an emerging trend to a fundamental pillar of modern marketing. Once seen as a tool for innovation, AI is now table stakes for advertisers looking to optimize campaigns and improve targeting. Beyond creation, AI’s role in measurement and attribution is becoming more refined, with brands and agencies using it to analyze engagement at a forensic level. With new inventory sources and business models emerging, the industry is eager to explore AI’s full potential in driving smarter media investments.

The DigiAds last summer was a massive hit with the MAD//Fest crowd!

Retail Media’s Next Chapter

Retail media has been a dominant force in advertising over the past few years, with major brands and retailers building sophisticated ad networks. But as the space matures, attention is turning to the next phase of growth—one defined by scale, audience targeting, and more effective measurement strategies. Industry leaders are now grappling with how to refine their offerings while maintaining a seamless experience for consumers. The ability to deliver precision-targeted advertising without compromising privacy will be a key challenge in the years ahead.

CTV: The Key Battleground for 2025

Connected TV is set to be one of the most fiercely contested advertising battlegrounds in the coming years. With 78% of marketers planning to increase their CTV budgets in 2024, the sector is experiencing significant growth. However, with this expansion comes a set of challenges—chief among them are measurement, fragmentation, and privacy concerns. The industry is eagerly awaiting new solutions that will provide greater clarity and consistency in how CTV performance is tracked, ensuring advertisers can maximize their investments while maintaining compliance with evolving data regulations.

As these trends continue to shape the future of digital advertising, DigiAds@MAD//Fest London will serve as a key platform for brands, agencies, and tech innovators to discuss solutions, share insights, and collaborate on the industry's next steps. With AI-driven marketing, the evolution of retail media, and the rise of CTV all poised to redefine advertising strategies, the event promises to be a crucial forum for those looking to stay ahead in an ever-changing digital landscape.

Get in touch with Ben if you want to know more about the world of digital advertising and how you can be part of the DigiAds agenda this summer.