Strategy
Beyond demographics – why the signals that matter now hide in plain sight
By Rachel Macey, Managing Director:
NDA Contributor
31 March 2026
By Rachel Macey, Managing Director:
NDA is Lead Media Partner at Programmatic Pioneers. As part of this partnership, we’ll be highlighting some of the amazing lineup you can see at the event, which takes place on the 2nd- 3rd of June at The Royal Lancaster in London.
Our first highlighted speaker is Emma Lacey of Onetag
Smaller organisations don’t need a larger martech stack to earn market share; they need targeted AI that delivers deeper consumer insights at a fraction of the cost of traditional research, says Tamera Montagna, CEO of Clarvos…
Mediaocean, an omnichannel advertising software
Search-driven content agency No Brainer
The creator economy is no longer a peripheral marketing tactic; it is a central pillar of the UK’s digital landscape – as Safiyah Bennington, Brand and Talent Director at Connect Management, said during a panel session at Advertising Week Europe, the UK influencer market is projected to top £2.5 billion by 2026.
At Advertising Week Europe, a panel explored how brands can forge truly authentic partnerships, moving beyond transactional relationships to create lasting cultural impact. The session featured musician and rapper Tinie Tempah, Stephen Greene, CEO and co-founder of RockCorps, and Cindy Tervoort, CMO of Tenzing, and was moderated by Thomas Kolster, author of Goodvertising.
NDA sat down with Tim Schumacher, Co-Founder and CEO of saas.group, to discuss his entrepreneurial journey, the criteria for a winning acquisition, and how AI is fundamentally shifting the software landscape from a “system of record” to a “system of action”…
At its 2026 IAB NewFronts presentation, LG Ad Solutions introduced Own the Outcome, a new framework designed to bring greater accountability to CTV performance. During the presentation, LG Ad Solutions also announced several new advertising capabilities designed to expand how brands connect with viewers across the LG TV experience…
Everyone in the creative and tech industry is obsessing over AI skills right now. We are all scrambling to become the ultimate prompt masters and code moguls. But the brutal reality is that these skills have a terrifyingly short expiration date.
When did we stop asking if an image is real and start asking if it simply looks native to the feed? During a recent regional escalation, a high-production [reels] video of a night-time missile strike went viral on Instagram, accumulating millions of views in mere hours. It looked authentic, it sounded raw, and it captured the visceral fear of a city under fire. By the time digital forensics teams identified the footage as a clip from a combat simulation game, the video had already been shared by thousands and cited by several commentators. The footage succeeded because it inherited the visual grammar of trust that we associate with raw, mobile-first documentation.