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The Q3 2026 IPA Bellwether Report highlights continued growth in UK marketing investment. In New Digital Age, PrimeAudience VP of Product Mateusz Rumiński shares his perspective on why making better use of that investment depends on how AI, data and the wider advertising ecosystem work together.
Competitive advantage won’t come from AI alone or simply having access to more data. It will depend on how well the different parts of the advertising ecosystem work together. Too much programmatic budget still goes on broad audience segments built from historical behavioural data, which can quickly become outdated or lose accuracy
Read the full commentary on New Digital Age.
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