Simon Cetin, Partner at iPROM and Founder and Head of the Retoba Laboratory, highlighted key shifts shaping digital advertising and the wider digital economy in Marketing magazin as part of its 2025 year-in-review and outlook for the year ahead. His contribution forms part of a broader editorial overview in which contributors examine projects, approaches and strategic directions expected to have a significant impact on 2026.

According to Cetin, 2025 further confirmed that long-term value in digital advertising is created by organisations that control their own data, develop independent advertising infrastructure and systematically integrate artificial intelligence into their development and communication processes.

“International recognition of our work confirms that we have chosen the right direction and that our approaches are genuinely innovative. At the same time, their effectiveness is demonstrated by the measurable results our data-driven and AI models deliver for clients,” Cetin emphasises.

Looking ahead to 2026, his perspective is strongly development- and partnership-oriented.

“As we enter 2026, we do so with a clear vision: to co-create the next phase of the digital economy together with our partners,” Cetin adds.

Within the Retoba Laboratory, the marketing focus is on developing solutions that help clients transition from the age of search to the age of conversation. Through the Retoba REWORK division, the team is developing personalised AI models designed to support managers and leadership teams in decision-making, as well as to help organisations effectively integrate artificial intelligence into everyday processes — from workflow optimisation and customer support to the development of new products and services.

The commentary was originally published in Marketing magazin as part of the article Almaš, Draksler, Kregar and Cetin enter the New Year with ideas worth emulating.