Artificial intelligence is transforming media campaigns through improved audience segmentation, automated buying, and real-time optimization, as highlighted in the State of Data 2025 Report. The report outlines the adoption of AI by brands and agencies, the challenges faced, and offers tactical recommendations for integrating AI into media strategies while balancing consumer privacy and compliance.

First-party data has become the most valuable asset for marketers, providing accuracy and reliability for targeted campaigns. The guide emphasizes the importance of activating this data by unifying customer profiles and navigating privacy regulations to deliver personalized experiences while maintaining consumer trust. Strategies for operationalizing first-party data across channels are outlined to enhance marketing effectiveness and ROI.