Azerion, a European digital advertising platform, has announced the integration of Global Data Resources (GDR) into its Hawk DSP, strengthening its audience targeting capabilities with one of the industry’s most advanced geo-demographic datasets. This partnership enables Azerion and its Hawk DSP clients to directly access and activate GDR’s rich audience taxonomy during campaign creation, providing more accurate, scalable and privacy-compliant targeting across key European markets. GDR provides geo-demographic insights, working with data partners and national statistical offices to build audience segments based on lifestyle, life phases, household characteristics, income, savings, consumer interests and more.
Marketing effectiveness consultancy Independent Marketing Sciences (IMS) has launched BrandEquity ROI, an industry-first econometric tool that measures the impact of brand marketing on long term business performance. Burger King, Bupa and Hovis are among the first brands to engage the product to measure the long-term impact of brand advertising on their underlying revenues. BrandEquity ROI’s modelling and metrics provide a tangible measure of how much a company’s revenue declines over the ensuing years if brand investment is cut. Data from BrandEquity ROI shows that cutting brand spend is a false economy: a company which stops investing in brand activity for five consecutive years will need to invest seven times the amount of money into marketing every year just to get the same sales as a company that stuck with brand investment throughout. BrandEquity ROI also reveals that brand activity delivers 65% of its total value in the years after a campaign ends, highlighting the pitfalls of solely measuring short term marketing impact.
Warner Bros. Discovery (WBD) and TikTok have penned a new partnership that will see exclusive mobile-first video content presented to millions of sports fans across Europe throughout the Olympic Winter Games Milano Cortina 2026 on TNT Sports and Eurosport’s localised channels. As the Home of the Olympics in Europe, WBD will partner with TikTok to supercharge digital engagement around its Games-time content while engaging younger audiences. With 85% of fans using TikTok as a second-screen experience during live events, and users being 42% more likely to tune in to live matches and sports events after watching content on the platform*, WBD will amplify the reach and awareness of its premium Olympics coverage and storytelling on TikTok.
UK businesses racing to adopt artificial intelligence are being put at risk – not by junior staff or immature technology, but by their own senior leadership, according to new research from the UK’s leading tech and transformation specialist. The survey of more than 2,000 UK tech workers, commissioned by La Fosse, finds that the riskiest users of AI are the executives responsible for governance, combining high usage, weak oversight, and a willingness to override expertise. More than half (52%) of all tech workers report that AI decisions have been made without the right expertise -and this isn’t just frontline cynicism. 65% of C-suite executives acknowledge that such decisions occur at the most senior level. And the executives responsible for AI governance are also the most likely to engage in high-risk behaviours.
LoyaltyLion has launched AI Campaigns, a new collection of AI-powered features designed to help Shopify brands with loyalty programs drive more revenue with minimal manual effort. AI Campaigns aims to take the guesswork out of loyalty program management by continuously reviewing loyalty and purchase data in real time. Rather than relying on static rules or manual analysis, the technology monitors member behavior as it happens and uncovers opportunities to influence action across different customer segments. This allows brands to understand which members are most likely to respond to specific incentives at specific moments and to act on those insights quickly, without increasing operational complexity.
