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 .