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Reflections on Trust, Policy, and Innovation from Advertising Horizons 2025
Our Marketing & Communications Director, Lauren Wakefield, shares her thoughts on our Advertising Horizons policy event, and how policy, trust, and innovation are shaping the future of digital advertising.
As a marketer who spends most of my time on the industry side, stepping into the world of digital advertising policy in Europe at Advertising Horizons 2025 in Brussels for a whole day felt like opening a door to an exciting extra dimension. With policy usually featured as a section within our wider events, it was refreshing to spend a day dedicated to diving into how innovation, policy, and trust intertwine to shape the future of our industry.
What struck me the most was the emphasis throughout the day on trust and transparency as the foundation of digital advertising’s evolution. In a landscape where consumer expectations are rapidly changing, discussions around privacy, data ethics, and transparency were not just regulatory checkboxes – they were at the heart of building sustainable marketing strategies. Hearing industry leaders debate the implications of the Digital Services Act (DSA) and the evolving ePrivacy regulations highlighted how essential it is for our industry to be proactive, not reactive, to policy shifts.
The event also showcased innovation as a catalyst for growth. From the rise of AI-driven ad technologies to the expansion of Retail Media Networks, the future of digital advertising is rich with possibilities, which as a marketer, I am pretty thrilled about. But these innovations come with a caveat. They must be aligned with responsible data practices and ethical considerations, and this balance between creativity and compliance is where the true challenge (and opportunity) lies.
Finally, what resonated most was the call for cross-industry collaboration. Something that is at the heart of what we do at IAB Europe. Navigating the complexities of European digital policy isn’t a solo journey. It requires the whole ecosystem – from marketers and policymakers to tech platforms, publishers, advertisers, and more to work hand in hand. The insights from the panel discussions and keynotes weren’t just anecdotal; they offered actionable strategies to bridge the gap between policy understanding and practical execution.
For me, Advertising Horizons 2025 wasn’t just another industry event. It was a refreshing opportunity to explore policy in greater depth and it underscored the importance of staying informed, engaged, and adaptable in an evolving European climate if we want to get ahead. The future of digital advertising isn’t just being shaped by algorithms and creative ideas – it’s being crafted through the lens of policy, trust, and purposeful innovation.
If you’d like to dive deeper into European digital advertising policy, you can check out our event wrap-up here. You can also reach out to the team at communication@iabeurope.eu, for more information on IAB Europe’s policy work and how you can get involved.
In the meantime, I’m excited to see what comes next as we navigate and advocate for our industry in this new EU term.
February 13, 2025 at 10:34AM
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Lauren Wakefield