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AI and misinformation are shaping up to be two of the most disruptive forces in advertising today.
As generative AI rapidly evolves, it is transforming nearly every part of the advertising workflow—spanning creative development, audience targeting, personalization, media planning, and beyond. But alongside its various benefits, gen AI also brings risks. Brand safety is among the most pressing, with a whopping 100% of marketing professionals believing the technology poses a threat in terms of brand safety and misinformation.
Generative AI is a significant driver of the spread of low-quality content and mis- and disinformation online. As gen AI tools become more widely available, bad actors are using them to rapidly produce low-quality content, such as made-for-advertising sites and misinformation-filled webpages designed around popular search terms. The challenge of misinformation is compounded by the recent trend of social platforms eliminating or rolling back their content moderation efforts.
For brands and advertisers, this raises significant brand safety concerns, including damage to reputation, wasted media spend, and erosion of consumer trust. And with the current administration signaling a pro-AI, deregulatory stance, the landscape is becoming more complex, leaving brands and advertisers to navigate both new opportunities and rising risks without much federal regulatory guidance.
In this context, it’s critical for industry professionals to stay informed. Keeping up with these evolving threats isn’t just about gaining a competitive edge—it’s essential to leveraging innovation responsibly and building trust with consumers. To that end, here are several essential resources to help digital advertisers navigate misinformation and AI in 2025:
After years of increased regulatory scrutiny, advertisers face a starkly different environment under the Trump Administration. With its pronounced pro-AI stance and lighter regulatory approach, this new landscape presents new opportunities and challenges that stand to significantly reshape the marketing industry.
How do marketing and advertising professionals really feel about AI? From insights on how teams are leveraging the technology, to its impact on efficiency, to how industry professionals believe the tech will impact the future of marketing, this comprehensive report offers an in-depth look at the current sentiments, challenges, and opportunities surrounding AI in marketing.
AI introduces a range of new risks and considerations for advertisers, including potential legal challenges related to data privacy, deceptive advertising, and copyrighting, as well as consumer distrust of the technology. Learn how advertisers can balance these challenges while still leveraging AI’s benefits.
How does association with misinformation impact brand perception, audience trust, and consumer behavior? And how can advertisers embrace media strategies that build and maintain brand authenticity and credibility? In her 2025 session at SXSW, Basis’ Noor Naseer offered a deep dive into these topics.
Amidst a broader trend of content moderation rollbacks, Meta announced they will no longer use fact checkers for content posted to Facebook, Instagram, or Threads. The company has also updated its Hateful Content guidelines to allow users to post controversial and/or offensive content that was previously banned. Together, these actions introduce new brand safety risks for advertisers.
Social media is a critical part of any brand’s marketing mix. But with the rising proliferation of hate speech and mis- and disinformation on these platforms, compounded by recent content moderation rollbacks, advertising leaders must stay informed and proactive in monitoring and addressing the issue to protect their brand/clients.
Connected TV is one of the fastest-growing advertising channels. Yet with its rapid growth has come increased risks, particularly around brand safety. To harness the full potential of this booming channel, teams must take a proactive approach to prioritize consumer trust and brand safety from the start.
Jaime Vasil is Group VP of Candidates and Causes at Basis
Political advertising’s connected TV (CTV) evolution was in full effect during the 2024 US elections. The trend that started to show life two cycles ago is now a regular part of the media plan for candidates, campaigns, PACs, and other organizations looking to reach and influence voters.
CTV’s emergence as a political powerhouse has been developing steadily over the last four election cycles. In 2020, we saw a dramatic rise in programmatic advertising and the awakening of CTV for elections. In 2022, candidates and causes began taking CTV more seriously and lifting direct spending, as that was the primary tactic for buying inventory at the time. This development continued to evolve in 2024.
Based on an evaluation of more than 1,400 campaigns for state, local and national races that managed their digital ad buying through Basis’ advertising automation platform—accounting for more than $130 million in political ad spend across video, display, native, audio, and text ads—we saw that:
We may not need to wait until 2026 to see how these trends develop further. With key state and local races in 2025, and seemingly ever-increasing political spending, political marketing practitioners can apply and optimize what they’ve learned recently. There is no rest in political campaigning, and this may well be the new normal.
Key Takeaways:
Video ads in their multiple forms are a staple for political advertising as it allows for rich story telling about candidates, opponents and issues. It has been the majority of ad spend ever since we started tracking it in 2018. With CTV ad opportunities growing faster than ever, more availability through programmatic buying, and multiple targeting and measurement options, there may still be more room to expand video’s ad spend share.
Key Takeaways:
Availability of CTV ad opportunities is compelling political marketers to spend on these devices. There are more ways to buy it today than two years ago. In programmatic channels, marketers have more choices for publishers, vendors and tactics. With CTV, private marketplaces and programmatic guaranteed deals that are much more prevalent today may be suitable for campaigns that were buying ads through direct publisher engagement in 2022.
Key Takeaways:
Basis’ programmatic CPM index showed steady, albeit below average, pricing in the first five months of 2024. It began increasing gradually beginning in July and then peaked in the last 35 days of the election. The index compares the average pricing per month to the average CPM for the whole election cycle for political marketers. Video was the driver of CPM increases, as display pricing dipped to average level in the summer and early fall.
Considering the competitive spending in the last months of the election, political advertisers could alleviate the inflation by locking in deals in programmatic channels through private marketplaces and programmatic guaranteed deals.
Key Takeaways:
Based on political advertising sales, Basis data shows the top suppliers in open bidding programmatic, top exchanges and SSPs that sell PMPs, and top curated deal groups that Basis pre-arranged for all elections advertisers. The presence of CTV was spread throughout the leading suppliers.
Basis curated 50+ deal groups that were approved for political advertising. The deal groups were assembled from one publisher, multiple publishers, or multiple PMPs.
Our previous reports focused on direct sellers, which were dominated cycle-over-cycle by YouTube, Hulu and Facebook, and also showed the increasing popularity of CTV vendors.
Key Takeaways:
Political campaigns are saving half of their money until the end to reach undecided voters and get out the vote. This is the same pattern as in previous election years. However, as voters gain more opportunities to submit ballots early, this number eroded slightly this cycle—even when the country was energized for a presidential election. A pattern to watch for the future is whether or not campaigns will continue to encourage early voting.
Key Takeaways:
California and Michigan garnered the most ad impressions. Of note, California had large proposition campaigns in 2024 and Michigan consistently has been a swing state for the past few cycles. They were followed closely by battleground states, as well as Washington.
Beyond the top 14 states, the rest of the country’s states received minuscule shares of ad impressions, even in populous states such as Florida, New York and Illinois.
Basis served more than 560 million programmatic ad impressions in the final 10 days of the election cycle and served more than 800 billion programmatic CTV ad impressions for the entire 2024 cycle.
The collision of programmatic and CTV has transformed elections advertising. The next evolution of these trends will revolve around the use of private marketplaces, programmatic guaranteed buying and curated inventory. The targeting within these methods is poised to improve, setting the stage for significant use of audience data in the next election.
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Basis has been trusted by agencies and consultants in politics, public affairs, and advocacy for over 17 years. Basis is a comprehensive advertising automation platform with an integrated suite of modular applications, each specializing in unique areas such as planning, operations, reporting, and financial reconciliation across programmatic, publisher-direct, search, and social channels. Since 2007, Basis has helped power digital media for thousands of political campaigns, independent expenditure committees, and issue advocacy advertisers. Basis is headquartered in Chicago with clients throughout North America, South America and Europe, including in Washington, D.C., with its Candidates + Causes team.
Learn more about Candidates + Causes advertising with Basis
In a time of obsession over AI and automation, are too many media buyers choosing to set it and forget it? Albert Thompson, Managing Director of Digital Innovation at Walton Issacson, thinks so.
In this episode, Thompson shares how bringing more human insight to programmatic campaigns is vital for optimal media performance. Together with host Noor Naseer, he explores how buyers can blend automation with human expertise to drive more successful campaigns.
As generative AI and content moderation rollbacks transform the social media landscape, advertisers must navigate a new era of brand safety challenges.
Consumers, advertisers, and regulators alike have long voiced concerns around the spread of misinformation and hate speech on social media platforms. In 2024, global information experts ranked social media owners among the top threats to a trustworthy online news environment—just the latest in a long history of criticism over their inability to mitigate (or disinterest in mitigating) the proliferation of harmful content.
Researchers have found that social media algorithms can amplify hate, divisive content, and misinformation, in part because these algorithms are designed to showcase posts that will receive high levels of engagement, and inflammatory content often garners lots of comments and clicks. These concerns have hit new levels of urgency in recent years with the rise of generative AI, which can be used to create deepfakes and other forms of disinformation at greater scale and lower cost, making it easier than ever for bad actors to craft disinformation campaigns.
At the same time, the biggest players in the social media space have recently revamped and rolled back their systems for moderating content, with critics worrying the changes will make it even easier for hate speech and misinformation to proliferate on those platforms.
The spread of hate speech and mis- and disinformation on social media is everyone’s problem—from the social platforms themselves, to the consumers who spend nearly two and a half hours a day with them, to the advertisers who will spend over $100 billion on them this year. Because social media is such a critical part of any brand’s marketing mix, and with these problems likely to intensify as AI evolves and content moderation is reduced, advertising leaders must strategize to protect their brands/clients and consumers in this new era of brand safety.
In tandem with concerns around the spread of hate speech and misinformation on social media, advertisers have grown increasingly worried about brand safety and brand suitability, naming it their top programmatic advertising concern while ranking paid social as the channel with the highest brand safety risk.
The emergence of AI has only heightened those fears, with one recent survey finding an astonishing 100% of marketers agreeing that generative AI poses a brand safety and misinformation risk to their industry, and 88.7% calling the threat moderate to significant.
Advertising professionals are right to feel concerned, with over 80% of consumers saying it’s important to them that the content surrounding ads is appropriate, and three-quarters saying they feel less favorable towards brands who advertise on sites that spread misinformation. Even more, 89% of Americans say they feel that social media companies should implement stricter policies to curb the spread of misinformation on their platforms. Those social media companies, however, have a long history of failing to do so.
Social platforms have been in the spotlight because of their penchant for amplifying hateful and inaccurate content for a while now. Back in 2016, a Buzzfeed editor discovered a cluster of fake news sites registered in Veles, Macedonia, which spread false stories that circulated widely on Facebook. These articles, which were run for profit via Facebook ads, gained massive traction on social media during the US presidential election due to their sensationalism, with headlines like “Pope Francis Shocks World, Endorses Donald Trump for President.”
This marked the beginning of the public’s understanding of “fake news” and its circulation on social media. Fast-forward to 2022, and Meta, Twitter (now X), TikTok, and YouTube were under investigation by the US Senate Homeland Security Committee, which found that the social media companies’ business models amplified “dangerous and radicalizing extremist content, including white supremacist and anti-government content.”
Around the same time, a NewsGuard investigation explored the dissemination of misinformation on TikTok. Researchers found that when they searched keywords related to important news topics such as COVID-19 and Russia’s invasion of Ukraine, almost 20% of the search results contained misinformation. This is especially worrisome today, given that about four in 10 young adults in the US say they regularly get their news from TikTok.
While the amount of misinformation on social media was alarming back in 2022, it’s only grown more so in the years since as generative AI has risen in prominence. Today, generative AI tools equip users with the ability to quickly create convincing fake photos, videos, and audio clips—tasks that, just a few years ago, would have taken entire teams of people as well as time, technical skill, and money. Now, over half of consumers are worried that AI will escalate political mis- and disinformation, and 64% of US consumers feel that those types of content are most widespread on social media.
Beyond the many political and ethical concerns these problems raise, advertisers must understand the spread of hate speech and mis- and disinformation on social media because of the significant brand safety threats it poses. And because social platforms are entrusted with advertisers’ dollars—indeed, those dollars make up their biggest source of revenue—advertisers are likely interested in how these companies are working to protect them from emerging threats.
If advertisers, researchers, and social media users alike are concerned about the spread of hate speech and mis- and disinformation on social media, social platforms must be invested in mitigating those problems, right?
Well…kind of.
On the heels of a rough couple of years for tech companies, during which several popular social platforms missed revenue expectations and saw their stocks plummet, many of the teams and projects those companies set up to enhance trust, safety, and ethics on their platforms were shuttered or dramatically reduced between late 2022 and early 2023. Meta shut down a fact-checking tool designed to combat misinformation and laid off hundreds of content moderators and other positions related to trust, integrity, and responsibility. X laid off its entire ethical AI team, save one person, at the end of 2022, as well as 15% of its trust and safety department. In December 2023, the media advocacy group Free Press found that Meta, X, and YouTube had collectively removed 17 policies that safeguarded against hate and disinformation on their platforms.
In 2024, even after a strong Q2, Meta shut down CrowdTangle, a research tool that researchers, journalists, and civil society groups used to track and understand how information is disseminated on Facebook and Instagram. While Meta replaced CrowdTangle with what it calls the Meta Content Library, this new set of tools is more limited than CrowdTangle was, and Meta has restricted access to only a few hundred pre-selected researchers. The fact that social platforms downsized so many of their trust and safety teams and programs just before a presidential election year—during which researchers, technologists, and political scientists forecasted disinformation acting as an unprecedented threat—prompted some advertisers to question whether these platforms are doing enough to address their brand safety concerns.
The trend of social platforms reducing content moderation has continued in 2025, with Meta announcing an end to its third-party fact-checking program in early January. In its place, Meta is implementing an X-inspired feature called Community Notes, which will rely on Facebook, Instagram, and Threads users to report posts they feel are inaccurate or offensive. Meta also updated its Hateful Content guidelines, implementing a more lenient approach that allows content that was previously banned—such as discussion of “women as household objects or property” or “transgender or non-binary people as ‘it.’” These changes were swiftly condemned by human rights organizations, but given Meta’s entrenchment in advertisers’ marketing strategies, it seems unlikely that brands will pull back from spending on its platforms in the way many have with X.
In fact, these changes come with potential upsides for Meta and, in turn, advertisers as well. Because controversial content often garners more engagement, Meta’s move to loosen content moderation—and reinstate allowance of political content—could boost user engagement and time spent on its platforms. However, advertisers should closely monitor developments in the coming months to see whether these positive outcomes materialize, and if they do, whether they outweigh potential downsides, such as alienating certain communities on Facebook, Instagram, and Threads.
Considering these persistent brand safety threats, as well as social networks’ recent disinvestment in their trust and safety teams and programs, how can advertisers protect their brands or clients from brand safety threats on social platforms? While there’s no perfect way to avoid serving ads near misinformation and hate speech on social media, there are measures advertising teams can take to minimize risk.
First, despite recent cutbacks, most major players in the social space do still have policies and programs designed to reduce the amount of inaccurate and hateful content on their platforms. For example, in addition to content moderation by users, Meta and X employ AI-led content moderation (a tactic also used by TikTok and Snap).
Major social platforms also offer an array of brand safety tools and controls that advertisers can tap into. Before its January announcements around updating its content moderation systems and hateful content guidelines, Meta released a new set of brand safety controls, including a feature that allows advertisers to mute comments on specific ads before they’re published.
To further safeguard brand safety, advertisers can work with partners like DoubleVerify, which offers pre-screen protection capabilities that help to ensure ads are served in safe and suitable environments. They can also leverage allow lists and block lists to better control the environments in which their ads are served.
Continuous social media monitoring—done by teams who are trained to detect mis- and disinformation—is another important way to safeguard brand content on social media. Advertisers can even harness the power of AI for good in this area, with AI-driven social listening tools that make it easy to monitor and keep track of online conversations involving specific brands.
And, because the threat is so prevalent, marketing leaders should ensure their teams have a plan of action in case their brand’s or client’s ads appear next to harmful content on social. This is a key step, given that brands can regain some favorability with consumers when they denounce misinformation.
In the face of pressing concerns over misinformation, disinformation, and hate speech on social media, many advertising leaders will want to stay vigilant about brand safety when advertising on social platforms. As generative AI continues to evolve and content moderation on social platforms is reduced, the spread of harmful content will only grow, amplifying risks for both brands and consumers alike. For marketers, it’s key to not only monitor these challenges, but also to take proactive steps to safeguard brand integrity.
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Curious to learn more about how leading marketers and advertisers across the US feel about AI? Check out our report, AI and the Future of Marketing, to see how agencies and brands are thinking about and using the technology, as well as how they feel about the ways it is shaping the industry.
AI remains the pivotal topic of conversation across the world of business—from Wall Street, to board rooms, to sales pitches, to paid media.
In the advertising world, artificial intelligence has already been at work for over a decade, powering programmatic advertising and optimizing media buying across the open internet. Now, recent developments in the realm of generative AI are revolutionizing the landscape even further. Given the Trump Administration’s pro-AI position and recent private sector investments of up to $500 billion in AI-related infrastructure, the next few years are poised to deliver continued innovation and widespread adoption of the technology.
As agencies and brands navigate these new opportunities, their leaders must balance two directives: First, embracing AI tools to increase efficiencies, grow revenue, and stay at the cutting edge of innovation. And second, protecting their businesses from the risks that come along with these tools. It’s a fine line to tread, but leading organizations are finding ways to approach these new technologies so that they benefit their businesses and bottom lines while minimizing liabilities.
To do this, advertisers must thoroughly understand the risks posed by AI. The most significant ones fall into three main categories: brand safety concerns tied to gen AI-created misinformation, considerations around how AI-generated advertising will land with a consumer base that’s largely wary of AI, and potential legal risks to agencies and brands related to data privacy and deceptive advertising practices.
Industry leaders must grow increasingly knowledgeable on these topics and develop best practices, processes, and skillsets across their teams to ensure any forays into new AI-driven advertising tools are safeguarded against risk.
AI offers many promising benefits for advertisers, from cost efficiency to speed to ease of launch. However, these advantages come with some significant brand safety concerns. It’s important for advertisers to understand these threats, implement safeguards around their use of AI, and stay up to date on this quickly developing landscape in order to make the most of these tools and solutions without opening themselves up to consumer backlash and wasted spend.
Generative AI is one of the biggest drivers of brand safety concerns today, with 100% of industry professionals believing the technology poses a brand safety and misinformation risk to marketers and advertisers, and 88.7% calling the risk a moderate to significant one. Gen AI technology is not perfect, and these tools have regularly demonstrated a tendency to produce content that’s, at one end of the spectrum, low-quality and likely ineffective for advertising, and, on the other end of the spectrum, inaccurate or offensive.
Two particular areas of concern include generative AI’s tendency to make up false information (a flaw known as AI hallucinations) and indications of biases in AI-generated content (due to large language models relying on human inputs and human-generated content, which often contain biases).
These concerns have been on full display in recent years. In 2024, for example, Google had to suspend the image-generating capabilities of its Gemini chatbot, which is integrated into Google’s advertising tools, after it produced historically inaccurate images—specifically, images of “multi-ethnic Nazis and non-white U.S. Founding Fathers.” The controversy demonstrates how developers are still learning how to program these technologies to effectively avoid bias: Gemini was programmed to avoid racial and ethnic bias, which, ironically, backfired when the images in question ended up being inaccurate.
Of course, this doesn’t mean that advertisers should forgo the efficiencies offered by generative AI. However, it’s critical that teams understand the risks and put proper safeguards in place to minimize their likelihood.
“If teams are thoughtful in reviewing the outputs, then using AI to repurpose existing creative or develop elements of media assets should be fine,” says Molly Marshall, Client Strategy and Insights Partner at Basis. “But AI can’t currently replicate the creative process in terms of identifying a strong insight and developing creative that meaningfully relates to a target consumer, so AI-generated creative should complement and iterate upon an existing strategy, not wholly develop it.”
Generative AI has also prompted some headaches for brands that have started using AI-powered chatbots to streamline and personalize customer service on their websites. The technology promises to transform the customer service industry—however, upon testing chatbots offered by TurboTax and H&R Block, reports found that the chatbots offered inaccurate information at least half of the time.
“Chatbots offer brands a big opportunity to streamline communication with customers, especially as brick-and-mortar stores close and more customer service is going virtual,” says Marshall. “But the potential damage from chatbots that share inaccurate information may outweigh those benefits for some brands.”
Advertisers must also prepare for the growing presence of generative AI in online content. AI-generated material is becoming increasingly common—for example, the amount of AI content in the top 20 Google search results jumped from just 5.6% when ChatGPT was first released in 2022 to more than 19% in early 2025.
Generative AI has also made it easier for bad actors to create made-for-advertising sites (MFAs) filled with low-quality content, misinformation-filled pages strategically developed around key search terms, and other content that could pose significant risks to brands that run ads alongside it. This risk is amplified by the new administration’s lighter regulatory approach—particularly its executive order that “revokes certain existing AI policies and directives that act as barriers to American AI innovation.” Though this deregulatory stance may create space for more innovation, it may also make it easier for those with malicious intent to flood the internet with low-quality, AI-generated, mis- and disinformation-filled content. As a result, advertisers will need to be more deliberate around their ad spend and put new guardrails in place to avoid waste as well as risky (if not downright harmful) ad placements.
Programmatic advertisers, in particular, will need to seek out solutions that help steer their dollars away from MFA sites and other brand unsafe environments, as research has found that 15% of their budgets are spent on MFAs. “Advertisers must be able to react in real-time to block misleading sites and keywords,” says Marshall, and should embrace technological solutions like MFA block lists to help minimize the risk.
These concerns have been compounded by the recent trend of platforms rolling back their content moderation efforts. For instance, Meta recently removed its fact-checking program in lieu of a “Community Notes” approach that sources content moderation to users, as well as updated their Hateful Content guidelines, allowing users to share controversial and/or harmful content that was previously banned. This pullback of content moderation, coupled with the proliferation of AI-generated content that can be low-quality if not blatantly incorrect or harmful, makes it critical for brands and agencies to develop strong brand safety frameworks and to prioritize partnerships with premium, trusted publishers. Agencies and brands may also eventually need to develop teams focused on dealing with misinformation and disinformation to protect their spend.
Advertisers must also balance their own enthusiasm around AI with a consumer base that isn’t quite so excited. While nearly 77% of industry professionals believe that generative AI will have a positive impact on marketing and advertising, the majority of consumers don’t trust the technology: A 2024 report from the Edelman Trust Institute found that US consumer trust in artificial intelligence has fallen by 15% in the last five years, from 50% to 35%. And when it comes to the use of AI in advertising, nearly two-thirds of US adults say they are either somewhat or very uncomfortable with AI-generated ads.
These opinions don’t necessarily mean that advertisers should stop embracing the AI-led tools that work for them—especially considering that AI has effectively driven behind-the-scenes advertising features such as machine learning, algorithmic optimization, bid multipliers, and group budget optimization for some time now.
What it does mean is that leaders need to be cognizant of consumer sentiment toward AI, and to act accordingly. This could include informing consumers about how AI is used in a client or stakeholder’s marketing efforts, via a social media post or a dedicated page on their website. Brands may also opt to disclose when an ad or content is generated by AI, as adding disclosures can lead to a 47% increase in the appeal of those ads, a 73% increase in the trustworthiness of those ads, and a 96% jump in trust for the brands behind them.
Data privacy is also top of mind for consumers, with 71% of US consumers worrying that their digital activities put them at risk for security incidents. And, 81% of consumers who have heard of AI feel that companies will use the technology to collect and analyze their personal information in ways people aren’t comfortable with. Organizations can gain consumers’ trust by offering transparency around how they safeguard their customers’ data, and by prioritizing partnerships with privacy-focused organizations or gaining voluntary certifications like SOC 2 compliance that indicate a commitment to data security and ethical data practices.
Leaders who prioritize this type of transparency can develop stronger, more trust-based relationships with their consumer base—which may provide a key competitive edge in a competitive environment.
Finally, there are a variety of legal concerns advertising leaders must account for as they adopt new AI tools. Artificial intelligence has advanced more quickly than legislators can keep up with it, but there are a variety of regulations that have been introduced in the US and beyond that aim to mitigate the threats posed by AI. At the same time, advertisers must ensure compliance with existing legislation to avoid hefty fines and other legal consequences.
As advertisers grapple with widespread signal loss, AI has emerged as a powerful tool for enabling privacy-friendly personalized marketing.
AI can enable lookalike and predictive audiences based on first-party data, and generate a variety of data-based insights to help advertisers better understand their audience and their consumers’ path to purchase. Many advertisers are embracing these tools as a way to make up for the loss of cookies and other factors impacting signal loss.
At the same time, AI technologies can pose some data privacy-related risks. Many AI-powered advertising solutions use personal data to fuel their machine learning algorithms, and depending on the tool itself, there’s some ambiguity around where exactly all that data comes from, where it’s stored, and who can access it. What’s more, some artificial intelligence tools leverage the data they collect to deduce sensitive personal information such as location, health information, and political or religious views.
To ensure the ethical use of consumer data and to protect their businesses from legal consequences, advertising organizations must thoroughly vet any data-focused vendors or tools to ensure their data gathering, processing, analyzing, and storage systems comply with digital advertising regulations—and, of course, ensure their own data systems comply as well. Leaders must also stay on top of new AI- and data privacy-related regulations as they take hold, even if this is an area that might see less regulatory activity under the Trump Administration.
Another area of legal concern for advertisers has to do with the Federal Trade Commission (FTC), which is responsible for safeguarding US consumers from unfair or deceptive advertising practices.
One such practice relates to the use of dark patterns, or design techniques that can manipulate consumers into purchasing an item or service or providing personal data—and which can be created and enhanced with AI. “Identify[ing] and “crack[ing] down on businesses that deploy deceptive and unlawful dark patterns” has been a focus of the FTC’s for many years. On the state level, the Colorado Privacy Act and the California Privacy Rights Act (CPRA) have also outlined regulations around dark patterns in advertising.
Though the new chairman of the FTC appointed by President Trump, Andrew Ferguson, could very well take a lighter regulatory approach to AI than the prior chairwoman, Lina Kahn, advertisers should remain cautious. Even with the potential for a more lenient stance on AI oversight, the FTC’s core mission to protect consumers from misleading claims and/or harmful practices remains unchanged.
Lastly, advertisers must pay close attention to any ownership- and copyright-related legal concerns around AI-generated content.
In January 2025, the US Copyright Office released a report on the legal and policy issues related to AI and copyright. This report concludes that “the outputs of generative AI can be protected by copyright only where a human author has determined sufficient expressive elements.” The key phrase here is "sufficient expressive elements," which suggests that merely pressing a button to create AI-generated content isn’t enough—there must be human involvement in curating, editing, or refining the work in a way that demonstrates original authorship. Without that kind of human involvement in the creation process, AI-generated content might not qualify for copyright protection.
At the same time, some ambiguity remains around what exactly constitutes “sufficient expressive elements,” and this will likely be determined on a case-by-case basis. As such, advertising teams must establish and adhere to strong creative processes with clear documentation of how AI is being used to develop assets—particularly those they might want to copyright. Advertising leaders should also stay on top of any further developments in this area to ensure compliance as more legislators and regulators refine rules around the ownership of AI-generated works. Enlisting a solid legal counsel or team will be key to navigating the complexity of this arena.
By investing the time in advancing their teams’ AI knowledge and skillsets now, leaders will set their organizations up for success as the technology becomes increasingly prevalent throughout digital advertising. The sooner advertisers learn how to implement and take advantage of these tools in a discerning and ethical way, the greater their competitive edge will be over those who procrastinate.
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Want to learn more about how advertisers are approaching AI? We surveyed marketing and advertising professionals from top agencies, brands, non-profits, and publishers to better understand advertiser sentiments around the technology, as well as how they’re leveraging AI-driven tools in their work. Check out the top takeaways in our report, AI and the Future of Marketing.
Navigating a Shifting Landscape in 2025 and Beyond
As the Trump Administration settles into the White House in 2025, the digital advertising industry stands at a crossroads. After years of rising regulatory scrutiny and growing concern around consumer privacy, the industry now faces a dramatically different political environment—one that promises less scrutiny and diminished federal oversight but, simultaneously, comes with new risks and uncertainty.
For advertising agencies and in-house marketing teams, this shifting landscape presents both significant opportunities and complex challenges, all of which will require strategic foresight and operational agility.
Here, we’ll explore and analyze how the new administration’s policies and priorities are likely to impact the digital advertising ecosystem, examining how expected shifts in regulatory approaches, market dynamics, technological innovation, and brand positioning will reshape marketing in an increasingly polarized world.
The Trump Administration’s return signals a radical realignment in the relationship between Washington and Silicon Valley. Unlike the Biden Administration’s aggressive antitrust actions and regulatory initiatives, the new regime is taking a broad deregulatory approach that, in turn, is expected to deliver benefits to major technology platforms and providers.
This reset, already evident in early administration signals, will likely come with several significant implications for the advertising industry:
“At a high level, I think this administration is going to be much more industry-friendly and focused on removing restrictions, so we’ll likely see some deregulation,” says Derek Zolner, General Counsel at Basis. “With Jeff Bezos, Mark Zuckerberg, Tim Cook and, of course, Elon Musk all donating to the Inauguration and cozying up to Trump, I think we could see some preferred treatment of the tech industry in general, which should also carry over to the ad tech space.”
Of course, that doesn’t mean the prospects of federal-level privacy regulation are completely dead. Industry coalitions, including the US Chamber of Commerce, have encouraged Republican lawmakers to introduce and pass a national privacy framework that establishes “a uniform privacy standard” for the United States. The theoretical legislation would likely have similar protections to those found in the Texas Data Privacy and Security Act, but fall short of stricter regulations like those in the CPRA. And, perhaps most notably, it would supersede any existing state-level regulations, effectively neutering laws like those in California, Colorado, Connecticut, and Virginia. The odds of such a bill becoming a law are still fairly long, but it does merit monitoring in the coming months.
In the meantime, for digital advertisers, this regulatory recalibration creates some breathing room after years of increased expectations and growing compliance challenges. However, it simultaneously raises the stakes for responsible self-governance, which will be essential to keeping consumer trust in an era where the public’s distrust around data privacy (and broader institutional skepticism) are on the rise. Industry leaders should view this not as an opportunity to revert to problematic practices, but rather to establish meaningful and durable self-regulatory frameworks that can satisfy consumers and weather any potential future political changes.
As federal oversight recedes, state-level regulation will increasingly fill the void, creating a complex patchwork of compliance requirements that may prove more challenging than unified federal standards.
California’s role as a leader in this space will almost certainly continue, and the CPRA’s expanded requirements may even inspire similar legislation in other Democratic-led states, creating an uneven regulatory map that further complicates advertisers’ efforts to reach audiences. “I could see the states that still have blue administrations—California leading among them—still taking very active roles on the privacy front,” says Zolner. “So privacy isn’t going to just ‘go away’ as a concern.”
The implication for advertisers is clear: National (or global) campaigns will need to navigate multiple regulatory standards simultaneously, taking the patchwork of legislation into account when crafting media plans that go beyond any single state’s border. This will require advertisers to continue developing modular approaches to data collection, targeting, and measurement that can adapt to varying compliance requirements across jurisdictions. Forward-thinking agencies and marketing teams will need to embrace technology that allows them to efficiently scale complex campaigns, while also building or onboarding compliance systems that are capable of applying different standards to different audience segments based on geography.
Of course, the impact of the Trump Administration on the advertising industry will extend beyond regulation.
The White House’s emerging economic policies—particularly around international trade, tariffs, and industrial policy—may introduce significant uncertainty into business planning cycles, with cascading effects for advertising budgets and strategies.
New or expanded tariffs could throw global supply chains into disarray, affecting product availability, spiking pricing, and disrupting promotional calendars for advertisers across multiple sectors. And potential tax cuts, paired with dramatic reductions in federal spending, could boost short-term consumer confidence…or, alternatively, create yet more longer-term economic volatility, further complicating media investment planning.
If the changes lead to a downward drift in consumer spending or bring volatility to the stock market, companies may come (as they often do) for marketing budgets, forcing leaders to grapple with increased pressure to demonstrate immediate ROI as businesses adjust to economic uncertainties. One potential result: a renewed focus on performance media over brand building, shifting away from the brandformance trend of the past few years.
In this type of uncertain environment, advertisers will increasingly depend upon advertising approaches and technology that allow them to rapidly adapt to changing market conditions. Future-friendly strategies could include:
The brands that thrive in the coming years will be those that embrace technology that provides a unified look at all of their campaigns and data across all channels and platforms, automation to more seamlessly integrate those solutions, and AI to identify and capitalize upon granular performance details. In doing so, those advertisers can pivot more quickly and effectively toward winning tactics, developing what might be thought of as “strategic reflexes”—or predetermined response patterns that can be activated quickly when economic conditions shift.
The Trump Administration’s pronounced pro-AI stance—paired with extraordinary private sector investment in the technology and reduced fear among marketers regarding AI’s societal and industry impacts—will converge to dramatically accelerate adoption across the advertising ecosystem.
Here are a few of the positives marketers can anticipate in the coming years:
For advertising professionals, this acceleration presents transformative opportunities. Unfortunately, it also comes with serious risks and somber ethical considerations. The rising adoption and sophistication of AI, coupled with fewer guardrails and a proliferation of synthetic content, will almost certainly lead to a corresponding spike in AI-generated misinformation, hate speech, and MFA-esque content and websites. Altogether, it could create unprecedented brand safety challenges, as deepfakes and AI-generated misinformation become increasingly indistinguishable from authentic content, making it all the more essential for advertisers to adopt robust brand safety and ad fraud protections and to cultivate connections with trustworthy, premium publishers.
In the absence of regulatory guidance, brands and agencies should prioritize the establishment of specific internal ethical frameworks for AI usage. Marketing leaders must develop their own principles for the responsible use of AI in customer targeting, messaging, engagement, and measurement—considering not just what is technically possible, but what maintains consumer trust.
“You will always have some players in the market that are willing to walk up as close to the line of what's either legally or self-regulatorily acceptable, because they see extra margin there,” says Zolner. “But ultimately, success depends upon the health of the industry and the individual businesses, and it’s always better to not be a target for public anger.”
While perhaps not as immediately visible or prevalent as during President Trump’s previous term, political polarization remains high across the US, and it's expected to further intensify under the new administration. Additionally, the White House, Republican attorneys general, and conservative activists around the US have made their displeasure known by explicitly targeting companies that openly embrace and promote policies like DEI and LGBTQIA+ inclusivity.
In this charged environment, brands could face heightened risks when engaging with social issues or political topics. Consequently, we are likely to witness a significant corporate retreat from public positions on controversial matters.
Many brands—including Target, Meta, Walmart, McDonald’s, and others—have begun to pivot away from some of the purpose-driven positioning and internal policies they had adopted (or highlighted) in recent years. In turn, diversity-focused advertising efforts could see a corresponding downward cycle. For most brands (save historical outliers like Nike or Patagonia), cause-based marketing efforts will likely shift away from politically charged topics and toward less controversial issues. Meanwhile, those companies that do maintain more progressive or inclusive internal policies are likely to communicate those policies less prominently toward external audiences, instead embracing a more neutral public position in the hopes of avoiding consumer controversy and governmental wrath.
For marketing and advertising professionals, this environment requires more sophisticated and nuanced approaches to positioning and issues management, and should prompt brands to pursue a firmer grounding in authenticity and company values rather than trend-hopping, clout chasing, or virtue signaling.
To ensure consistent strategic alignment, leaders should craft and adopt clearly articulated internal frameworks that identify which issues align with core values, and which fall outside their legitimate scope. From a paid media perspective, advertisers can focus on both tailored messaging and refined targeting efforts to facilitate more granular audience segmentation, which can enable brands to communicate different aspects of their values to different consumer groups.
Of course, even for those brands that try to stay apolitical, there is always a risk of unexpected backlash. In today’s hyper-charged political environment, even seemingly innocuous campaigns have the potential to trigger a significant response, so advanced preparation and robust crisis response capabilities could prove essential.
In all, the most successful brands will not chase every social trend, but neither will they remain entirely silent. Instead, marketers should identify specific issues that are closely aligned with their core business and stakeholder interests and strategically evaluate where they can make authentic contributions.
Perhaps the greatest immediate concern for marketers in this new political era is brand safety. With content moderation standards beginning to loosen across major platforms and AI enabling more prevalent and sophisticated forms of harmful content, brand safety challenges could intensify dramatically in the years ahead.
These mounting risks to brand safety have already begun. Meta began the year by joining Musk’s X in ending its fact-checking program on Facebook and Instagram, instead turning to “Community Notes” for content moderation. It also updated its Hateful Content guidelines to allow users to post controversial and/or offensive content that was previously banned, including “allegations of mental illness or abnormality when based on gender or sexual orientation,” and granting tacit approval to posts referring to “women as household objects or property” or “transgender or non-binary people as ‘it.’”
Then there’s the problem of AI-powered disinformation, as synthetic content creates unprecedented challenges in distinguishing between legitimate publishers/real users and bad actors. Research indicates that marketing and advertising professionals have already universally acknowledged and accepted AI’s brand safety risks, and those concerns will only intensify over the course of this new presidential term.
In the end, brand safety is not merely about avoiding reputational damage, but about fundamentally maintaining consumer trust in fragmented information environments. As such, marketing and advertising leaders will need to exercise caution and take proactive measure to navigate this challenging environment.
With different platforms taking different approaches to content moderation, advertisers need to deliberately evaluate and strategize around their use of individual social platforms for specific campaigns and audiences, leveraging any and all brand safety tools while doing so. Additionally, rather than relying solely on those platform standards, brands must also articulate their own definitions of acceptable adjacent content, developing proprietary brand safety frameworks to help avoid undesired context and uninvited controversy.
Sophisticated brand safety and ad fraud tools will become increasingly essential, while AI-powered contextual targeting will help advertisers implement their more nuanced strategies and avoid non-suitable content. Lastly, the premium inventory and curation trend that began in 2024 will remain a hot topic, as direct relationships with vetted publishers provide advertisers with a much-desired safe harbor in a chaotic content sea.
As the industry navigates the shifts brought on by the new Trump Administration, several strategic imperatives have begun to emerge for advertising agencies and in-house marketing teams:
In this environment of growing complexity and diminished federal oversight, industry leaders will need to carefully evaluate their tech stacks, their talent, and their internal frameworks to increase their likelihood of success and achieve marketing goals. Those who view the moment as an opportunity to establish more durable and responsible approaches to marketing—rather than an excuse to revert to problematic practices and exploit regulatory openings—will be in the best position to succeed over the long term, and to build lasting competitive advantages.
After all, while a successful campaign can deliver short-term value, consumer trust remains the industry’s most valuable and vulnerable asset—regardless of which party controls Washington.
As the Trump Administration enters the White House in 2025, the digital advertising industry faces a significant shift. Federal regulatory oversight is expected to recede, creating new opportunities for innovation, while policy changes and growing political polarization will simultaneously introduce uncertainty and risks. In this environment, industry leaders will need to navigate evolving regulatory landscapes, economic fluctuations, AI acceleration, and shifting brand safety concerns with strategic agility.
To stay ahead, advertising leaders must:
1) Develop regulatory agility: Build and deploy comprehensive compliance frameworks to navigate varying state and federal policies.
2) Embrace agility: Build flexible strategies for economic and political volatility, and adopt technology that allows your organization to quickly adapt and optimize campaigns.
3) Establish AI governance: Explore all the opportunities that AI can provide your agency or brand, and define detailed internal guidelines for responsible use.
4) Refine brand positioning: Align marketing messages with core business values while taking safeguards to minimize reputational risks.
5) Elevate brand safety measures: Implement comprehensive tools to avoid ad placements in controversial or harmful contexts.
In a rapidly evolving and highly-polarized environment, the most successful brands and agencies will be those that take a proactive stance—leveraging technology, refining messaging, and prioritizing long-term consumer trust over short-term gains. While the industry is poised for disruption, those who embrace innovation and positioning with responsibility will emerge as leaders in the next phase of digital advertising.
Read the full report for an in-depth analysis of these industry shifts and actionable recommendations.
Consumer attention is in short supply. From TikTokers to early education teachers to adults in general, it seems that few demographics feel like they (or the people around them) can stay focused for as long as they used to.
In this context, advertisers must contend with the challenge of consumers paying less attention to ads. To advertise effectively in today’s saturated digital environment, marketing teams must have an attention strategy—a game plan for leveraging the confines of attention-related constraints to outperform their competitors.
Perhaps the most important tool advertisers have at their disposal for capturing audience attention is personalization. But in addition to tailoring specific ad placements to capture attention, advertisers must also consider how to capture attention in a broader omnichannel context. Attention gained over time, via various interactions on various channels and platforms, is what garners the brand equity that leads to lasting connection, trust, and action from target audiences.
Ultimately, by empowering their teams to achieve both personalization at scale as well as a sophisticated omnichannel approach, advertisers can outperform their competitors and earn lasting audience attention despite shrinking attention spans and a saturated digital environment.
Multiple studies have tracked decreasing attention to the same tasks over time, appearing to confirm the idea that attention spans are shrinking. But the reality is likely more nuanced: The very concept of attention is hard to define, and attention spans can vary based on environment, activity, and mood, as well as channel, platform, and content.
Experts also challenge the idea that attention is fundamentally shrinking, attributing shifts in focus to increasingly distracting environments, rather than neurological changes. And others argue that attention spans haven’t changed at all, pointing to examples like gamers who play for hours in a single sitting (one 2022 survey found that PC gamers most commonly averaged 1-2 hours per session).
“I don’t think media is responsible for shortening people’s attention spans,” says Lauren Johnson, Client Strategy and Effectiveness Lead at Basis. “I believe what holds someone’s attention is what’s relevant to them. That’s a big reason why so many people, especially younger generations, are spending so much time on TikTok and YouTube: The content on those platforms is highly relevant and personalized to them.”
What is clear is that consumers have grown more discerning of ads. This is especially true for younger audiences, like Gen Z, who tune out of ads after just 1.3 seconds. “If you’re not relevant, younger audiences don’t care,” says Johnson. “It’s a learned behavior that these younger generations can filter digital noise out better than earlier generations, because it’s native to them.”
While advertisers may only have a second or two to capture audience attention, it remains possible to retain that attention for any number of seconds or minutes—that is, if the content is captivating and relevant enough.
Given that consumers typically only pay attention to advertisements for the first couple of seconds (especially in skippable or scrollable environments), marketing teams need a “first second strategy” to hook audiences within that time frame. Some proven tactics include:
Personalization can further strengthen these approaches, while helping retain audience attention past the first couple of seconds.
One of the best ways to capture and retain consumer attention is to serve the right message to the right person at the right time. (It may be an adage, but it’s an adage for a reason!)
Today’s marketing teams have both the advantage and the challenge of being able to hyper-personalize their marketing approaches based on consumer data. The best way to out-personalize competitors’ creative and media placements is through data—namely, by having the most efficient processes for collecting, organizing, pulling insights from, and activating data.
This is not always an easy task, with marketers citing finding and maintaining quality data, managing data and privacy regulations, and centralizing data/removing silos as some of their top challenges to executing a data-driven strategy.
The right platform, designed to streamline campaign workflows, increase interoperability, and expedite the process of collecting, organizing, storing, and activating on consumer data (while maintaining privacy compliance), can give marketers a considerable competitive advantage over their peers in terms of being able to achieve personalization at scale, and thus more effectively capture consumer attention.
At the same time, personalization doesn’t just mean tailoring the creative and media placement to the individual, but also to the context. “Our job as brands and advertisers is to try and make sure we are relevant to whatever environment consumers are in and that whatever content we serve them is interesting to them, or at least makes them pause,” says Johnson.
To achieve this, advertisers must plan around the environment and experience of each platform they advertise on. For example, tapping into popular trends and relevant influencers are effective ways to capture audience attention on TikTok, while digital out-of-home is well-suited for capitalizing on context and leveraging dynamic, showstopping creative. Marketing teams must use these insights to tailor bespoke ads for the platforms they run on, as study after study confirms that this draws more attention from viewers than generic ads.
At the same time, advertisers should be sure to maintain a level of cohesion across platforms—different, tailored ads within the same campaign have a higher impact on brand equity than using the same ads across platforms, or employing separate campaigns on separate platforms.
Advertisers can also capture attention by personalizing content to specific moments—for instance, by tapping into trends on social media.
Brands can use social media trends to their advantage, leaning into pop culture moments and trending audio to participate in the conversations their audiences are having in real time. To do so, they need to be able to move quickly, prioritizing the “messy realness” that characterizes these digital spaces rather than investing in high-end video production. This kind of agility can benefit advertisers beyond social media as well, adding a heightened level of relevance and personalization to advertisements on channels like DOOH.
To achieve this level of agility, leaders should embrace tools that streamline operations and reduce the complexity of working across channels and platforms. Advertising automation, which eliminates manual labor and streamlines workflows throughout the campaign journey, can make it easier for marketing teams to swiftly capitalize on cultural moments. Reporting tools that offer a holistic view of performance can also enhance agility, allowing marketers to assess cross-channel campaign performance in real-time and make in-flight changes if/when necessary.
Speaking of measurement…
Naturally, advertisers seeking to capture attention are interested in how effectively they’re doing so across platforms, formats, and creative placements.
Attention metrics have been characterized as an evolution of viewability—telling advertisers not just whether an ad placement is viewable, but whether consumers are paying attention to it. There are a variety of use cases, from supporting always-on measurement to inform in-flight campaign adjustments and optimizations to helping advertisers better understand which platforms and placements best capture audience attention.
These metrics have captured advertisers’ attention in recent years: 47% of advertisers reported they’d be significantly or somewhat more focused on attention metrics in 2024, up from 36% from 2023, and adoption should continue to rise in 2025.
However, like many measurement solutions, attention metrics are imperfect. A big factor here is the lack of standardization: With each provider offering different metrics, gaining a holistic view of measurement across campaigns can be difficult. Some providers use biometric signals to assess attention, which comes with privacy and compliance concerns. And while attention metrics can provide valuable data around consumer interaction with ads, they still can’t tell advertisers much about those consumers’ motivations or sentiments around those ads—in other words, just because someone interacted with an ad doesn’t mean they feel positively about it, or that they are interacting with it in a positive way.
Given these and other challenges, the jury is out on what place attention metrics will ultimately take in advertisers’ toolkits—or if they will even find a permanent home there. “I can’t tell if attention metrics are here to stay, or if they’re something new that the industry is excited about now but may fade out of relevance in the coming years,” says Johnson. “Until the industry finds a way to standardize it, it’s not going to scale.”
Ultimately, Johnson notes, it’s worth testing and experimenting with attention metrics—especially for brands and campaigns focused on upper-funnel objectives like awareness and consideration—as we know there is a strong correlation between attention and business outcomes. But it’s not currently a “need to have” measurement solution for all agencies and brands. Though perhaps imperfect, marketing teams can always leverage all the other data they’re used to looking at (ex. reach, frequency, etc.) to infer how effective their ads are at capturing attention.
Finally, it’s important that marketers consider audience attention not just in context of specific ad placements, but in terms of their broader marketing strategy. Campaigns that leverage multiple platforms and channels tend to perform better together than separately: According to Kantar, brand impact increases by 234% when the same budget is spent across five channels rather than just one. As such, Johnson notes, there’s a benefit to considering not just the attention garnered by one ad placement, but the breadth of attention across multiple platforms and channels over a longer time frame.
“Do all your ad impressions need to be in the highest attention environment? No—there’s a balance,” says Johnson. “There’s value in display and search ads, where maybe people are catching the logo subconsciously, and that helps with the brand recognition. Then, placements in more high attention environments like social media and CTV can complement that subconscious brand recognition with more direct appeals to attention.”
Enabling this kind of omnichannel approach goes back to an agency or marketing teams’ tech stack. Just like achieving personalization at scale requires tools that allow marketers the time they need to personalize content across channels, so too does effective omnichannel advertising. Managing media placements across a variety of channels and platforms puts considerable strain on teams unless they have software that streamlines the process—for example, a platform that unifies campaigns across channels so that marketers don’t have to waste time toggling between seven or more different platforms.
The complexity of capturing audience attention today mirrors the saturated and fractured digital landscape in which modern advertisers work. However, gaining a competitive edge when it comes to attention—which in turn leads to a competitive edge in terms of revenue and business growth—boils down to a few key strategic approaches:
By investing in the tools and solutions that give teams the agility they need to achieve personalization and omnichannel activation, advertisers can win in this new era of attention.
Basis drove an 80% surge in new users for a Global 500 financial client with a precision-targeted, multi-channel campaign, showcasing the power of expert insights and data-driven activation in B2B marketing.
A global financial services provider needed to boost awareness and engagement for its 529 savings plan among financial advisors. After previous disappointing results, they partnered with Basis to increase high-quality traffic and awareness, engage financial advisors to drive enrollment, and improve key metrics like time on site and page views.
Tailored Multi-Channel Strategy
Basis implemented a customized approach to drive quality site traffic and boost awareness of the client’s 529 plan.
Improved Engagement
Focused efforts led to stronger metrics, including increased time on site and higher page views.
Strategic Alignment
By aligning with the client’s goals and addressing financial advisors’ needs, Basis transformed an underperforming campaign into a lasting success.
Data-Driven Strategy
Using audience insights, Basis tested and optimized platforms like Bing, Meta, DSP audio, and native buys, ensuring ads reached advisors in the most relevant environments with multiple touchpoints.
Expertise & Flexibility
Acting as an extension of the client’s team, the Basis Consulting & Activation Team adapted to regulations, shifting business priorities, and real-time feedback to keep strategies aligned and drive better outcomes.
Clear, Actionable Insights
Integrating Google Analytics and platform metrics, transparent reporting enabled the client to track performance, justify budgets, and refine strategies.
Operational Excellence
Proactive problem-solving eliminated waste and optimized resources by resolving challenges like fraudulent traffic and tracking consent changes.
Performance Gains
Year-over-year increases in traffic, page views, and site engagement exceeded expectations without expanding the budget.
Industry Recognition
Highlighted as “Best in Class” by LinkedIn for innovative strategy and execution.
Stakeholder Impact
The client shared that the campaign established a trusted solution for financial advisors and led to improved marketing performance and increased stakeholder satisfaction.