Audience modelling is evolving fast as AI, contextual intelligence and real-time signals reshape how advertisers understand and reach people. Hosted by IAB UK's Patrick Hann, this episode features Seedtag's Phil McMullan and Quantcast's Peyman Fakharian exploring the shift away from demographic targeting towards more dynamic, semantic and predictive approaches. They unpack how AI interprets context and meaning, how real-time data can deliver relevance without crossing privacy lines, and what this shift means for creative, transparency and trust, plus a look ahead to what audience modelling could look like by 2027.

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