11:15 
ADS, AI & TRUST: WHAT HAPPENS TO ADVERTISING NOW? 

AI is reshaping how consumers discover, interact with, and trust digital experiences — creating both new opportunities and new challenges for the advertising ecosystem. This interactive workshop will explore the user experience of AI through the lens of digital advertising, examining how AI-powered platforms, agents, and generative experiences are changing the relationship between consumers, brands, and content.

Together, we will explore critical questions facing the industry:

• What does quality inventory look like in an AI-driven world?
• How do we address the rise of AI-generated content and “AI slop”?
• Does brand safety need to be redefined when AI becomes a new form of search and discovery?
• Are today’s standards, measurement frameworks, and transparency practices ready for this rapidly evolving environment?

The session will bring the audience into the conversation to discuss emerging challenges including AI-generated creative, ad transparency, agent-based advertising, AI fraud, invalid traffic, and the future of verification. Through open discussion and industry perspectives, we will explore the roadmap towards a more trusted, transparent, and accountable AI-powered advertising ecosystem.

$75 billion. According to management consulting firm Kearney, that’s the estimated annual cost of digital piracy to the entertainment industry annually – along with thousands of jobs lost to the creative industries. With the global sports industry alone losing an estimated $30 billion each year in potential revenue, digital piracy is no longer just a content problem – it’s a business model built on monetizing stolen content.

Enter “Operation Offsides” – a landmark collaboration between TAG, our public and private sector partners, and law enforcement to tackle illegal streaming of FIFA World Cup matches. The result? TAG blocked nearly 1,400 known pirate sites from receiving ad spend – disrupting the financial engine behind digital piracy.

Learn first-hand how the sharing of threat intelligence, cross-sector collaboration, and coordinated action across the digital ecosystem delivered this incredible impact—and how targeting the money behind piracy sites can make illegal operations harder to sustain, scale, and repeat.

What if your best-performing campaign... wasn't actually your best-performing campaign?

Every day, billions of advertising dollars are optimised against a handful of familiar metrics. But are those metrics telling the full story? In an increasingly complex digital advertising landscape, relying on isolated KPIs can create a distorted view of performance—rewarding low-cost impressions over quality, reach over outcomes, and efficiency over effectiveness.

The challenge isn't a lack of data. It's accessing the right data, connecting the right signals, and knowing which metrics truly reflect value. Without a complete view of media quality and performance, even the most established measurement approaches can lead to incomplete or misleading decisions.

This session explores the shift towards more holistic approaches to media measurement, including frameworks such as TrueKPI, which bring together multiple signals to provide a clearer picture of advertising performance. Hear how advertisers are applying these approaches, what they’re uncovering, and how a more complete view of media quality is changing the way they optimise spend, improve effectiveness, and make investment decisions.