『Rapid Transformation in Global Advertising: Creativity, Tech, and Partnerships Lead the Way』のカバーアート

Rapid Transformation in Global Advertising: Creativity, Tech, and Partnerships Lead the Way

Rapid Transformation in Global Advertising: Creativity, Tech, and Partnerships Lead the Way

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 The global advertising industry is undergoing rapid transformation over the past 48 hours, marked by a convergence of creativity, technology, and collaborations. According to new research released for DMEXCO 2025, 64 percent of brand decision makers now rate creativity and emotional content as essential for campaign success, with emotionally charged ads shown to quadruple long term brand growth. Yet, there are regional differences: for instance, German advertising is 20 percent less emotional than other European markets, and German consumers remain harder to excite.

On the deal front, notable activity includes the acquisition of DealerTrend by Mudd Advertising, a marketing technology provider. This move is intended to streamline data-driven campaigns and omni-channel execution for auto dealers. DealerTrend’s API and web infrastructure are immediately being integrated and product rollouts are planned for later this year, giving Mudd’s clients a more seamless, data-rich experience.

Partnerships focused on leveraging artificial intelligence are also accelerating. Good At Marketing, a Google-certified partner, has announced a collaboration with SharedChat.ai to develop the first multi-user AI chat platform for marketing teams. This tool is positioned to give advertising clients AI-authored content and improved team coordination, integrating lead capture and smart scheduling.

From a regulatory perspective, the month’s most significant compliance headlines concern the ongoing challenge of labeling products as “all natural” or “free of” certain ingredients. Litigations and decisions by the National Advertising Division reinforce risks for advertisers that cannot substantiate such claims.

In response to shifting consumer behavior, especially in the lead-up to peak shopping seasons, affiliate marketing and conversion optimization partners continue to outperform others. Technology that reduces cart abandonment or brings product discovery through AI, such as Help Me Choose AI, is seeing increased adoption. Meanwhile, influencer storefront platforms like Squadded are rising to bridge the gap between social content and direct sales.

Comparing current activity to late 2024, there has been a clear continuity in tech-oriented partnerships and a significant increase in M&A at the intersection of data, retail, and automation. Economic uncertainty and regulatory scrutiny remain, but the latest product launches and partnerships suggest industry leaders are prioritizing agility and innovation to stay ahead.

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