In this MadTech Podcast Special, ExchangeWire editor Aimee Newell Tarín is joined by Kate Scott-Dawkins, president, business intelligence, at WPP Media, to explore key topics from the company’s latest global advertising forecast revealed on 10th June. 

She expands on three key areas:

User-generated content

• What the boom in UGC tells us about consumer preferences 
• How the UGC boom will affect different players in the ad tech ecosystem 
• How potential risks from UGC content can be mitigated 

The evolution of search

• How AI-enhanced search is likely to evolve over the next couple of years 
• How AI-enhanced search is affecting the media supply chain 
• Whether there will still be a place for search which is not AI-enhanced in the future  

Retail media

• What the forecast can tell us about the retail media landscape 
• How challenges in retail media advertising can be overcome