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Industry Landscape
The digital marketing industry is experiencing rapid transformation, driven primarily by the integration of Artificial Intelligence. Agencies are shifting towards AI-driven solutions for campaign optimization, creative generation, and personalized targeting. Performance marketing remains central, with an increased focus on quantifiable ROAS and CPL metrics. Strategic partnerships with major platforms are crucial, alongside offering consultancy and training to clients adapting to these changes.
Total Assets Under Management (AUM)
Digital Advertising Spending in Greece
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Total Addressable Market
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Market Growth Stage
Pace of Market Growth
Emerging Technologies
Generative AI for Content & Creative
Generative AI models are evolving to produce highly personalized and varied ad copy, creatives, and even video content at scale, significantly reducing production time and costs for digital marketing agencies.
AI-Powered Predictive Analytics
Advanced AI algorithms will increasingly predict consumer behavior, campaign performance, and market trends with high accuracy, enabling proactive optimization and strategic decision-making for ad spend.
Privacy-Enhancing Technologies (PETs)
With increasing data privacy regulations, PETs like differential privacy and federated learning will enable marketers to analyze data and personalize experiences without compromising individual user privacy.
Impactful Policy Frameworks
Digital Services Act (DSA) (EU, 2022)
The Digital Services Act is an EU regulation aimed at creating a safer and more accountable online environment by holding digital service providers, including online platforms, responsible for content moderation, transparency in advertising, and protection of minors.
This policy will increase compliance requirements for digital marketing agencies, particularly regarding ad transparency and targeting practices in Greece and across the EU.
Digital Markets Act (DMA) (EU, 2022)
The Digital Markets Act is an EU regulation designed to ensure fair and open digital markets by preventing large online platforms (gatekeepers) from imposing unfair conditions on businesses and end users.
The DMA could lead to changes in how agencies access and utilize data from major platforms, potentially impacting campaign strategies and data integration for Push Group's clients.
General Data Protection Regulation (GDPR) enforcement (EU, ongoing since 2018)
The GDPR continues to be a cornerstone of data privacy in the EU, dictating how personal data is collected, processed, and stored, with increasing enforcement actions and clarity on cookie consent and user tracking.
Ongoing GDPR enforcement necessitates continuous adaptation of data collection, processing, and consent mechanisms in digital campaigns, directly affecting Push Group's data-driven strategies.
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