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Evolving role of a CMO to Media Owner: Propelled by impact of AI

In the digital age enabled by AI, the boundaries between marketing and media are increasingly blurred. AI-driven marketing strategies are transforming the role of the Chief Marketing Officer (CMO), evolving them from overseeing traditional marketing functions to becoming strategic media owners. This shift signifies a trend where every marketing function is evolving into a media […]

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Retail Media: Blending the science of performance and the art of brand building

In recent years, the marketing landscape has undergone a significant transformation with the emergence of retail media networks, heralding what many consider to be the third wave of digital advertising. As we delve deeper into this phenomenon, it becomes clear that retail media networks are not just a fleeting trend but a substantial shift that

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Winning Ramadan Campaigns on WhatsApp Powered by AI

Ramadan is an interesting time for consumers as well as for businesses. As Indonesians observe the 40 days of fasting from dawn to dusk, it also influences their shopping habits, pushing businesses to adapt and be available to their customers at a time and a platform of their choosing. This season offers more than just

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Leadership, Rewired: Why Inclusion Needs More Than a Hashtag

Let’s be honest. Inclusion looks great on a slide. It sounds inspiring on stage. It trends well on social media. But for many organizations, that’s where it stops. At the surface. We’ve mastered the art of talking about inclusion. The harder part is leading it. Real inclusion isn’t a buzzword. It’s a choice. And for

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133 Million Combinations, One Solution: Why Manual Rules Can’t Keep Up with Personalization at Scale

In an era where digital advertising is expected to deliver hyper-relevance at every touchpoint, marketers face a daunting question: How do you create rules for millions of possible audience combinations? That’s not a theoretical challenge—it’s the reality brands are facing today. Take a recent campaign from Kroger as an example. The brand built 72 creative

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Can You Personalize Without Cookies or Identity Data? Yes. Here’s How.

Marketers have long been told they face a trade-off: personalization or privacy. Consumers expect relevance. Regulators demand restraint. And with third-party cookies disappearing and identity resolution becoming harder, many brands are left wondering: Is it still possible to personalize at scale without identity data? At MMA Global, the answer is a clear yes—and it starts

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AI Advertising at Scale: Driving Ad Performance Without Compromising Brand Reputation

In today’s complex digital landscape, major brands face a significant challenge: reaching their audience effectively while avoiding the risks of ads appearing near unsafe or inappropriate content (Hybrid). Brand safety is a critical factor in maintaining consumer trust and ensuring the effectiveness of digital campaigns: [1], [2] 35% of consumers hold brands accountable for ads

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Beyond the Blink and Why the First 400ms of Your Ad Matters More Than You Think

When marketers plan campaigns, they often think in time blocks. A 30-second TV spot. A 15-second pre-roll. A 6-second bumper. But new neuroscience research from the Mobile Marketing Association (MMA) reveals that these timeframes may already be outdated. In today’s mobile-first world, advertisers don’t have the luxury of seconds to make an impression. They have

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Solving the Retail Media Targeting Gap: How AI is Unlocking Smarter Consumer Connections

Rethinking Retail Media: From Inventory to Intelligence Retail Media Networks (RMNs) have rapidly become a cornerstone of digital advertising, offering brands direct access to shoppers at the point of purchase. However, many RMNs still rely on basic demographic or transactional data, limiting the precision of audience targeting. This gap presents a significant opportunity: leveraging artificial

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Beyond the Storefront: How RMNs Are Expanding into Offsite and Multichannel Advertising

Retail Media Networks are no longer confined to retailers’ owned websites and apps. In Q2 2025, we’re witnessing a bold expansion into offsite and multichannel environments that reflect how consumers actually shop—across screens, platforms, and moments. Why Offsite Matters More Than Ever Advertisers want to reach consumers earlier in the path to purchase, not just

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