Marketing tech

Marketing tech

This is an opportunity for marketers to change the narrative that marketing is a cost center. Most enterprises today see marketing as a tax, not an investment, and I think we can flip that model.

The Microsoft Advertising Regional Partner Awards is a prestigious event that aims to recognise and reward outstanding, creative, effective, and passionate work by search advertising individuals, teams, agencies, channel partners and technology partners working with Microsoft Advertising in Europe.

AdgeAI leverages AI to assess how different creative elements could best influence engagement and conversion, providing marketers an earlier and more granular window into campaign performance and informing decisions on which assets to scale.

Award‑winning work stands out not only because it's creative, but because it drives real impact. The strongest entries share core qualities: clarity of purpose with well‑defined problems and bold visions, innovative use of data and technology to unlock insightful experiences, measurable results demonstrating credible business outcomes, and human‑centric design that elevates customer experience while respecting trust, privacy, and responsible AI principles.

Forethought was co-founded by Deon Nicholas, who serves as executive chairman, and Sami Ghoche, who became CEO in 2024 after previously serving as CTO. The pair founded the company when they were 24, and by 2025 the platform was handling more than a billion customer interactions per month for clients including Upwork, Grammarly, Airtable, and Datadog.

While AI is great for drafting an email in seconds, the foundation - your personas, your data hygiene and your compliance - still requires a human at the helm. By using AI-driven knowledge bases, her team is reducing that drag, ensuring sales finds what they need without the manual 'where is this file?' fire drill.

Much of the marketing stack is priced and purchased as infrastructure, but many parts are actually coordination layers that AI can increasingly replicate. The shift introduced by AI is not collapsing the stack - it is repricing it. While AI reduces the cost of those wrappers, it does not reduce the cost of carrying liability.

Product knowledge training is about methodically educating employees, partners, and customers about the ins and outs of a company's products or services. For employees and partners, it's the essential working knowledge they need to confidently sell, support, and deliver the product. For customers, it's the know-how they need to adopt it smoothly and get the most value from it.

When your ad is delivered to an audience in a jurisdiction with location-specific fees, such as a digital service tax (DST), a location fee will be added to your bill. This fee is separate from your campaign budget and will appear as a distinct line item on your invoice or transaction statement.

Like other companies in the industry, we are updating and streamlining our billing experience for a very small percentage of advertisers. Meta began announcing the change in early March, sending advertisers notification via email and in-product notices.

In partnership with PubMatic, we are fundamentally changing how media is planned, activated, and optimised. The results speak for themselves - faster activation, greater transparency for clients, and a team freed to focus on the strategic work that creates real value. This is a concrete step in our long-term 'Waste to Value' strategy and our commitment to shaping a more intelligent media ecosystem in Europe.