The article discusses emerging trends in adtech shared during the Tech Talks series at Possible 2025. It emphasizes that the future of advertising transcends digital to include physical and contextual elements. While advancements are rapid, the industry grapples with workflow challenges like isolated systems and overwhelming signals for marketers. However, transformation is occurring in various domains, driven by leaders advocating for AI's role in optimizing back-end processes—improving efficiency and campaign effectiveness while minimizing manual interventions in advertising operations.
The AI buzz is real - but so is the burnout. That's why forward-thinking marketers are looking beyond flashy front-end tools to AI's unsung impact on back-end operations.
Their message? The future of advertising isn't just digital, it's deeply physical, increasingly contextual and finally starting to scale.
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