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UK marketers are entering a decisive phase. Digital advertising investment continues to grow, retail media and connected TV are becoming more central to media plans, and artificial intelligence is moving from experimentation into everyday campaign operations. Yet, the basic commercial question has not changed. Can marketers prove that each pound spent is generating measurable value?

Any personal information posted on the web remains there for a long time and can reach far-flung corners. That name, email address, and location can be aggregated by people-finder sites (or data brokers) and sold to subscribers.

Someone was walking through San Francisco’s Dogpatch neighborhood, guiding a four-legged machine down the block with a handheld remote, and getting paid $20 an hour to do it. That was the real job behind Dimensional’s now-deleted listing for part-time robot-dogoperators. The gap between that image and the company’s vision of autonomous robots handling physical labor…