Digital advertising today doesn’t need another general discussion about the potential of artificial intelligence. It needs concrete models that work in practice.
On one side are impulse purchases, where decisions are made within minutes; on the other are complex purchases, where decisions mature over several months. In both cases, however, the same key question remains: how can marketing demonstrate its direct impact on revenue?

Consumers increasingly value privacy and personalised treatment, making it necessary for companies and brands to take control of their own first-party data. Rather than relying on external sources such as third-party cookies, companies need to focus on the data they collect directly through user interactions. First-party data provides a valuable basis for creating personalised experiences and improving the effectiveness of future marketing strategies.