Future Proof

Advertising across the Meta portfolio is changing thanks to AI. In this edition of Future Proof, Jane Ostler, EVP, Global Solutions Marketing and Thought Leadership at Kantar, talks to Derya Matras, Vice President of EMEA Global Business Group at Meta, about how the company has been evolving its advertiser tools and how AI is giving advertisers greater control over the ways in which they can invest.

Derya also shares the details of her career journey, from management consulting to leading Meta's operations across Europe, the Middle East and Africa, and explains why execution is everything in tech. Meta’s approach of ‘launch first, optimise later’ makes sense as the best pathway to perfection, she says.

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Kantar’s Media Reactions 2025 study found that consumers rank Amazon the #1 global media brand for ad preference. In fact, Amazon, Twitch, and Prime Video—all Amazon brands—appear in three of the top five most preferred ad platforms for consumers worldwide. Why? Amazon’s approach to creating native, non-intrusive experiences across all Amazon environments including shopping, streaming, and live content. 

 On this special episode of Kantar's Future Proof Podcast, Nicole Jones is joined by Chris Mullins, Head of Measurement Product Marketing at Amazon Ads to uncover why consumers gravitate toward Amazon’s ad platforms. Chris shares his journey to Amazon Ads and offers a behind-the-scenes look at the strategies driving some of the most talked-about campaigns, including the launch of contextual AI pause ads and creative playbooks for live sports. 

Whether you’re a marketer, strategist, or simply curious about the future of media, this episode is packed with actionable insights and forward-thinking perspectives on creativity, measurement, and the next wave of advertising innovation—plus, a look at why Amazon is leading the way in consumer ad preference according to Kantar’s latest research. 

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With the global B2B market projected to reach nearly $29 trillion in 2025, digital-first buyers are demanding more personalized, authentic, and human experiences. At the heart of this evolution are creators—marketers, thought leaders, and employees—who are building trust and community in ways traditional brand marketing can’t.

In this episode, Nicole Jones is joined by two powerhouse voices from LinkedIn’s B2B Institute, Ty Heath, Director and Founder of the practice, and Caroline Day, Global Director. Together, they unpack:

• The evolution of B2B marketing and storytelling
• The unique role and value of B2B creators
• How LinkedIn is empowering brands to leverage creator influence
• The intersection of AI, neuroscience, and employee advocacy in modern marketing

Whether you're a marketer, brand leader, or aspiring creator, this episode is packed with insights on how to future-proof your strategy—and your skillset—for the next era of B2B.

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Mobility media is turning everyday rides into powerful brand moments—blending digital precision with real-world presence to deliver contextual, location-aware ad experiences. While these new ad formats drive a lot of value for brands, there are still challenges in scaling mobility-based ad network, from responsible data use, and what it means to create seamless, omnichannel campaigns.

In this episode of Kantar’s Future Proof Podcast, host Nicole Jones, Chief Media Commercial Officer at Kantar, sits down with Matt Trandall, Head of West at Lyft Media, to explore the fast-evolving world of mobility media. From pioneering streaming audio to redefining rideshare advertising, Matt shares his journey and Lyft’s transformation into a dynamic, data-driven media platform. Listen for a glimpse into what’s next for Lyft Media—from AI and smart cities to the future of autonomous advertising.

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With almost 70% of global advertising dollars now being spent on digital channels, maximizing marketing impact in digital environments is critical – especially with Gen-Z's growing influence. 

According to Kantar normative data, creative quality is the single biggest driver of growth in brand impact, driving 49% of brand impact across ad campaigns. At the same time, research highlights a persistent gap in marketers’ confidence around how to create measurably effective campaigns.  And adding to that marketer challenge, creative signaling is changing.

In this special edition of Future Proof, Jeff Herrmann Kantar’s guest host and Global Client Director, is joined by guests, Crystal Worthem, Global Director of Audience Marketing, Meta and Sapphire Yi-Dyer, Vice President of Customer Ecosystem, CreativeX. Listen in to better understand how to create effective digital creative, the role of AI in driving creative quality, and the Gen-Z effect on creative signaling. 

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What does it take to build a brand that stays fresh without losing its identity? 

In this episode, Dr Nicki Morley, Global Innovation Lead at Kantar is joined by Jeremy Lindley, Global Design Director at Diageo to explore how Diageo balances consistency and flexibility to create iconic, recognisable brand experiences across every touchpoint, from packaging to pubs. They unpack the discipline behind creative consistency, the bravery to stay the course, and how design drives both distinctiveness and business growth.  

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From the rise of agentic AI and retail media networks to the evolving role of conversational commerce, the retail ecosystem has transformed in the last few years, opening new opportunities for brand marketers. In this special edition of Future Proof, Wayne Levings, Kantar’s Global Chief Client Officer sits down with Keith Mercier, Vice President of the Worldwide Retail and Consumer Goods Industry at Microsoft.

Microsoft is helping brands and retailers stay resilient, agile, and future-ready, all with the help of AI. Whether you're a CMO, brand strategist, or just curious about the future of retail, this episode is packed with insights on how to lead through change and build what’s next. Listen to get the down low on whether every retailer is becoming a media company and how AI copilots are transforming shopper engagement. 

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