IPA Bellwether Report Q3 2026: Industry leaders react to rising budgets

The Q3 2026 IPA Bellwether Report shows UK marketing budgets recording their strongest upward revision in nine quarters. In MadTech Magazine, PrimeAudience VP of Product Mateusz Rumiński explains how AI can interpret the meaning of individual pages in real time, helping advertisers reach people while they are engaging with relevant content.

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Too much programmatic budget still goes on broad audience segments built from historical behavioural data, which can quickly become outdated or lose accuracy.

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Read the full commentary on MadTech Magazine.

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