In the fifth and final episode of ‘Futurescape: 2030 & beyond’, we look at how AI and wearable tech are reshaping everything from brand discovery to the way people experience the world around them. By 2030, AI will be embedded in search, shopping and recommendations, while wearables – from smart glasses to biometric clothing – will make interactions frictionless, intuitive and deeply personal. 

James Chandler, IAB UK’s Chief Strategy Officer, is joined by Phil Rowley, Head of Futures, OMG UK, and Shruti Dube, UK Country Director, Meta. Together, they discuss why AI should be seen as augmentation, not replacement – an “extension of our brains” that removes friction from daily life – and how advertisers can prepare for a future where discovery may rely on AI agents making decisions on consumers’ behalf. 

From conversational interfaces to Ray-Ban Meta glasses generating some of the best-performing ads, they explore why experimentation is key, why trust will be critical when dealing with more intimate data and how AI can free marketers to focus on creativity while machines handle the heavy lifting. Plus, there’s debate on whether wearables will finally cross the adoption tipping point – and what that means for brand storytelling. 

Listen now or watch via our YouTube: https://youtu.be/4M-Ot4YoG_o

Explore Futurescape: https://www.iabuk.com/futurescape

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In the fourth episode of ‘Futurescape: 2030 & beyond’, we tackle retail media – the fastest-growing area of digital advertising – and explore why the traditional marketing funnel could be obsolete by 2030. As platforms, publishers and broadcasters evolve into full-service commerce ecosystems, retail media is becoming a “spider diagram” at the centre of planning, blurring the lines between brand building and conversion. 

James Chandler, IAB UK’s Chief Strategy Officer, is joined by Claire Trbovic, Group Business Director: Incubation Hub, SMG, and Simon Andrews, Founder & Publisher, FIX Newsletter. They discuss everything from cross-retail measurement to immersive in-store experiences – including why data from the ‘long tail’ of retailers could be the key to future success, how brands can collaborate without losing their distinctiveness and why access to diverse data sets will transform planning. 

From digital screens turning supermarkets into experience destinations to the challenges of balancing commercial growth with positive customer experiences, this episode takes you inside the opportunities and growing pains of a retail-first media world. And yes, even cheese gets a mention – as a surprising example of how cross-retail brand visibility could work in practice. 

Listen now or watch via our YouTube: https://youtu.be/8Y9UhbJq748

Explore Futurescape: https://www.iabuk.com/futurescape

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In the third episode of ‘Futurescape: 2030 & beyond’, we explore how stereotypes about age are breaking down – and what that means for advertisers by 2030. From festival-loving 40-somethings to Gen Z living at home but splurging on designer handbags, people’s behaviours and priorities are no longer predictable by life stage. And with older audiences redefining ageing, holding more spending power, and expecting brands to act responsibly on issues like sustainability, traditional targeting just doesn’t cut it. 

James Chandler, IAB UK’s Chief Strategy Officer, is joined by Lisa Boyles, Head of Go To Market and Media, giffgaff, and Kristie Naha-Biswas, Global Head of Media and Digital Marketing, Karo Healthcare. Together, they discuss why the obsession with youth marketing overlooks where real income potential sits, how five generations will need to co-exist in the workplace and why values-led targeting will be crucial as consumer expectations shift. 

From cash-rich Gen Zers selling clothes on Vinted to older consumers expecting brands to promote healthy tech habits, this episode reveals why advertisers need to think beyond demographics – and how planning for 2030 means understanding values, behaviours and need states, not just age. 

Listen now or watch via our YouTube: https://youtu.be/u59AKkYXMEM

Explore Futurescape: https://www.iabuk.com/futurescape

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In the second episode of our podcast mini-series ’Futurescape: 2030 & beyond’, we turn our attention to how tapping into communities - large and small - provides advertisers with a powerful way to authentically speak to consumers. It’s already happening, and by 2030, our Futurescape study shows that resonating with micro-communities will sit at the centre of smart planning as Gen Z’s values-led approach gains ground and Gen Alpha’s media habits enter the fray. So, from gaming to social platforms, how is the way people come together, connect and co-create reshaping how advertisers show up, be part of the conversion, and stay relevant? 

To explore this, James Chandler, IAB UK’s Chief Strategy Officer, is joined by Sabrina Francis, Strategy Partner at the7stars, and Chris Bailes, EMEA Senior Sales Director at Activision Blizzard Media. Together, they delve into how community dynamics are shifting across digital platforms, what it takes to show up meaningfully, and why brands need to think long-term if they want to build lasting connections. From values-led planning to the rise of fandom marketing, the conversation reveals the power of communities to drive real impact when brands take the time to understand, respect and invest in them. 

Listen now or watch via our YouTube: https://youtu.be/1UXYOVYXp2A

Explore Futurescape: https://www.iabuk.com/futurescape

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In the first episode of our new podcast miniseries ‘Futurescape: 2030 & beyond’, we’re tackling a big topic – how content is coming to the fore like never before as the lines between media channels crumble. From TV to news brands, the trend is the same: media owners are diversifying to engage audiences in new ways and planners need to discard channel-led thinking in favour of a content-centric approach. Our Futurescape study – which explores the attitudes, innovations and media shifts that will shape the advertising industry in the lead up to 2030 – unpacks this shift in more detail, concluding that this redefined landscape will require going back to the fundamentals of media to focus on ad formats, quality of content and audience fit, rather than channels or platforms.

Drawing on these findings, James Chandler is joined by Pippa Scaife, Director of Digital Advertising at Sky Media UK, and Lauren Dick, Managing Director of Media & Commerce at Mail Metro Media, to explore why content remains such a powerful force – and how it’s evolving across TV, social, streaming and news platforms. From premium podcast storytelling to video virality, their conversation spans the entire content ecosystem, opportunities for advertisers, and how well-established media owners are embracing change while maintaining their distinctive voices. Plus, the trio share what they’re watching, what makes content cut through and why being on every platform isn’t always the answer.

Listen now or watch via our YouTube: https://youtu.be/PLY8d2xvkMk?si=uRPAYWxv5u9FyUPL

Explore Futurescape: https://www.iabuk.com/futurescape

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Last month, IAB UK’s Policy Team hosted an event at Reach’s printworks in Manchester focused on how digital advertising can further support SMEs and regional journalism around the UK. The occasion brought together MPs, small business owners, local press and IAB members and marked the culmination of a nationwide roadshow of roundtables where we have heard from local leaders about how the digital ecosystem is benefiting communities - and what more can be done to maximise this.

Lucy Powell (MP for Manchester Central and Leader of the House of Commons) and Sarah Lester (Editor of the Manchester Evening News) both spoke at the event and, in this special episode of The IAB UK Podcast, they sit down with Sinead Coogan Jobes (Head of Policy & Public Affairs at IAB UK) to share their thoughts on the role of the regional press in a digital-first landscape, what it has to offer advertisers, and how further growth can be unlocked.  

The findings from the IAB’s roadshow and the recommendations we’re making to Government off the back of it are laid out in our latest report ‘Powering Up 2025’, available here: https://www.iabuk.com/news-article/powering-2025-recommendations-help-smes-unlock-power-digital

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Recorded live at IAB UK’s Last Thursday Club, this episode explores how publishers are navigating the new AI-powered media landscape – and where the human touch still matters most.

With insights from Cath Waller (Immediate Media) and George McMahon (UM Worldwide), hosted by IAB UK’s Director of Transformation, Sophia Haynes, the discussion covers everything from AI-assisted editorial tools to why trusted journalism is more essential than ever. Plus, find out how publishers are building stronger consumer relationships, protecting their IP and unlocking smarter content strategies in the age of AI.

Explore more in our Futurescape research: https://www.iabuk.com/futurescape

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Is in-store retail media just DOOH in a new outfit - or is it a distinct space in its own right?

In this week's episode, James Chandler is joined by Layla Soufi (Vistar Media), Simon Lonsdale (Tesco Media) and Roy Shepherd (Goodstuff) to unpack the creative, technical and commercial dynamics behind retail media’s latest frontier: the store itself.

From programmatic pipes to power at-shelf personalisation, they explore where the overlap with digital out-of-home ends, what brands are getting right (and wrong) and how to unlock smarter, more joined-up campaigns in the aisles. Expect punchy perspectives, a few acronyms and a reality check on what in-store screens can really deliver.

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For the first time ever, we recorded a podcast live from Engage – IAB UK’s flagship event. Stationed in the bar area at Soho Place, the IAB’s Charlotte Robinson caught up with speakers fresh off stage and chatted to delegates about their standout moments.

With this year’s theme centred on how content connects, you’ll hear from a brilliant mix of voices, including The Times and Sunday Times' Manveen Rana, Spotify’s Jenny Haggard and TikTok’s Callum Smith, as they reflect on connecting with their audiences, driving creativity and making culturally relevant content.

Whether you joined us on the day or are catching up after the fact, this special episode is your bite-sized guide to the biggest themes and takeaways from Engage 2025. For more, head to https://www.iabuk.com/events-training/engage-2025

Podcast guests:

• Manveen Rana, Journalist & host of The Story podcast from The Times & Sunday Times
• Callum Smith, Head of Marketing Solutions, TikTok
• Alex Partridge, podcaster & content creator
• Jenny Haggard, Global Thought Leadership Lead, Spotify
• Rob Biagioni, Managing Director, Time Out
• Ollie Presswell, Innovation Lead, Wanderlab by Tripadvisor
• Molly Griffin, The Goat Agency
• Isvana Da Silva, Immediate
• Maddie Torbati, Mindshare

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Welcome back to The IAB UK Podcast, recorded live from our May Last Thursday Club. This month’s event unpacked Google’s recent decision to keep third-party cookies on Chrome and what privacy-first advertising looks like today without a universal identifier. Chaired by IAB UK’s Ad Tech Manager, Pat Hann, the session explored how advertisers, publishers and tech providers can continue innovating in a privacy-preserving way with panellists Clara De Rosa (Adform), Ruth Reynolds (Havas Media Network) and Matt McIntyre (choreograph) sharing practical insights on media buying strategies, the future of first-party data and whether AI could help solve for addressability.

Explore IAB UK's resources relating to cookieless solutions: https://www.iabuk.com/cookie-alternatives

After more from us? Engage 2025 is happening on 10 June - see the agenda and book here: https://www.iabuk.com/events-training/engage-2025

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