FTC cracks down on fake reviews, localized advertising says, “go local, or go home,” Volkswagen launches ChatGPT in most 2025 models, Oracle Advertising officially shutters its doors
As we move into fall, we take a look back on some of the top industry news in September as the marketing and advertising landscape continues to evolve, driven by rapid advancements in artificial intelligence, shifting privacy norms, and increasingly sophisticated data-driven strategies. This month, we’ll delve into some of the key trends from this month’s top articles, focusing on data-driven marketing approaches, AI advancements, and emerging tools for advertisers and marketers.
Artificial intelligence is significantly impacting the way companies manage and leverage data, especially when it comes to advertising and marketing strategies. In McKinsey’s recent article, “Charting a Path to the Data- and AI-Driven Enterprise of 2030,” they note: “Generative AI has increased the focus on data, putting pressure on companies to make substantive shifts to build a truly data-based organization […] Organizations are looking to seize a range of opportunities, from creating new medicines to enabling intelligent agents that run entire processes to increasing productivity for all workers. A raft of new risks and considerations, of course, go hand in hand with these developments. At the center of it all is data. Without access to good and relevant data, this new world of possibilities and value will remain out of reach.” AI’s growing importance is further emphasized by the fact that companies are now not only using AI to interpret data but are also restructuring themselves to become more data centric.
However, the adoption of AI also brings new challenges, particularly in terms of ethical usage and transparency. The Verge’s coverage of the FTC’s forthcoming rules highlighted that ” The Federal Trade Commission has announced a final rule banning companies from creating or selling fake reviews, including AI-generated ones. Once it goes into effect, the FTC can take action against companies that violate the policy. The new rule could help address AI-generated reviews that pop up on sites across the web, including Amazon.”
Also prohibited is:
This regulatory focus is pushing brands to be more diligent in ensuring authenticity in the digital marketing space.
Retail media networks are gaining momentum as they adopt programmatic capabilities to streamline advertising. AdExchanger highlighted the shift, noting that “most of the category is opening up shopper audience data to programmatic tech, so that shoppers might be targeted, attributed, and analyzed similarly to open web advertising.” This openness signals an important shift: more retail brands are allowing the programmatic ecosystem to access data, enabling precision targeting while making retail media networks a powerful component of the marketing mix.
While this trend opens new opportunities, it also creates challenges regarding privacy and data ethics. Retailers must carefully consider the trade-off between data accessibility and consumer trust, especially in light of growing privacy concerns. This expansion into programmatic spaces offers an immense opportunity for better-targeted campaigns, but the balance between personalized advertising and respecting consumer privacy is more delicate than ever.
Another notable trend in September was the rise of hyper-localized advertising, which is being embraced by major brands seeking to make their national campaigns resonate more effectively with local audiences. Ad Age is encouraging marketers to “go local or go home,” emphasizing the importance to “increasingly essential to think outside of a national TV approach and incorporate local into TV advertising—whether broadcast, streaming or a combination of both (which we highly recommend). With consumers now focusing more on the content they love rather than the platform it’s on, advertisers must be flexible and present across various media, especially during big events like live sports.”
Understanding regional preferences and tailoring ads accordingly is important to increase relevance and engagement. By focusing on localized preferences, brands can create a sense of authenticity and build deeper connections with audiences. This kind of personalized targeting ensures that viewers feel seen and understood by the brand, ultimately fostering greater loyalty and improving campaign performance.
The rise of privacy regulations and the need to replace individual-level tracking has given way to new methodologies for measuring advertising success. One such approach that’s gaining traction is geographic incrementality. AdExchanger declares, “One of the hottest trends in advertising effectiveness measurement, especially with privacy concerns killing user-level online tracking, is geographic incrementality experiments.” This privacy-first strategy allows marketers to measure campaign success by focusing on geographical regions, rather than tracking individual users.
A benefit of this lies in its ability to deliver reliable insights without compromising consumer privacy. During a time when consumers have a heightened sense data sensitivity, this approach is emerging as a key solution for marketers who still need robust measurement tools but must operate within increasingly strict privacy constraints.
September also brought more news of AI integration into consumer-facing products, which is influencing marketing possibilities. For example, Volkswagen announced it would add ChatGPT to most 2025 Volkswagen models sold in the United States, marking another major shift towards AI-driven consumer experiences to provide more interactive and customized user experiences.
In July, Oracle reported they would be closing their advertising business. At the end of September, it officially boarded up its doors after the business found itself overwhelmed by regulatory scrutiny and competition, Digiday reported. The downfall of Oracle’s advertising division serves as a cautionary tale for other companies in the ad tech space: rapid growth through acquisitions is not always sustainable, especially if the business fails to adapt to evolving regulatory and competitive environments.
As Oracle exits the advertising business, it highlights the importance of not just investing in growth but also in innovation and compliance. Brands and ad tech providers must remain agile and be ready to pivot in response to external pressures, whether they be regulatory or market driven.
This month has been a month full of transformation in the ad and martech industry, emphasizing AI, privacy-first approaches, and programmatic expansion. Marketers must balance innovation with transparency and consumer trust. Whether it’s employing geographic incrementality to respect privacy while measuring ROI or embracing localized strategies to foster deeper connections, the key is to leverage technology to enhance—not exploit—the consumer experience. As we continue through 2024, those who successfully navigate these trends will find themselves better positioned to connect with audiences in meaningful, effective ways.
Courtney is a seasoned communications and public relations professional with 17+ years of experience working in both the public and private sectors in diverse leadership roles. As Data Axle’s Senior Public Relations Manager, she is intently focused on elevating the company’s media relations presence and increasing brand loyalty and awareness through landing coverage in top-tier media outlets.