The advertising industry is experiencing a rapid transformation driven by AI advancements and an ongoing shift towards digital channels. This evolution is accompanied by increased scrutiny and regulation, creating a complex environment for marketers. These are the key findings of the latest "This Year Next Year" report, recently published by GroupM.

In this episode of Kantar's Future Proof, host Jane Ostler engages in a compelling conversation with Kate Scott-Dawkins, Global President of Business Intelligence at GroupM, and author of the report. They discuss the key trends highlighted in the study, including the predicted growth in advertising revenue to one trillion dollars in 2024. They delve into the factors driving this growth, the importance of trust in advertising platforms, the evolving role of AI, and the dynamics of retail media. The conversation explores the potential implications of a TikTok ban, and exciting developments in out-of-home advertising.

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