Vahe Arabian

Microsoft Copilot’s AI news summaries are under-representing Australian local media, favoring large U.S. and European outlets. Experts warn this could deepen challenges for regional publishers and reduce visibility for independent journalism. Please share this story to spotlight the impact of AI on local news. #DigitalMedia #AIMedia #Journalism #LocalNews #MediaInnovation

𝐓𝐡𝐞 𝐬𝐲𝐧𝐭𝐡𝐞𝐭𝐢𝐜 𝐝𝐚𝐭𝐚 𝐫𝐞𝐯𝐨𝐥𝐮𝐭𝐢𝐨𝐧: 𝐖𝐡𝐞𝐧 𝐟𝐚𝐤𝐞 𝐝𝐚𝐭𝐚 𝐛𝐞𝐜𝐨𝐦𝐞𝐬 𝐫𝐞𝐚𝐥 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬.... The marketing world is having its "Matrix moment", and synthetic data is the red pill. At last week's IAB Australia Data and Privacy Summit, industry leaders painted a picture that's equal parts exciting and terrifying. We're watching synthetic data graduate from back-office obscurity to front-of-house stardom, promising everything from instant creative insights to bias-free insurance policies. Imagine testing creative ideas against virtual customers in minutes, not months. Or discovering that your target audience cares more about T-shirt longevity than colour – insights that neither you nor your competitors thought to explore. This isn't science fiction; it's happening now. As Frederic Chanut, put it: "We're creating layers upon layers of abstractions from real information." When synthetic data learns from garbage data (and let's be honest, who has a clean data?), we're building black boxes on top of black boxes. The industry is rushing toward 95% accuracy claims while potentially sacrificing the beautiful messiness of human unpredictability. As research shows, synthetic data captures only half the variability of real human responses, meaning we might be optimising for a world that doesn't quite exist. Many businesses are soo desperate to solve our privacy and data challenges that we're willing to bet on artificial customers before we truly understand them. It's like trying to understand humanity by studying mannequins, useful for some things, potentially disastrous for others. The question isn't whether synthetic data will transform marketing because we know, or should, know it will. The question is whether we'll maintain enough scepticism to use it wisely, or whether we'll wake up one day wondering why all our campaigns feel eerily similar, optimised for the mean, missing the magic of the margins. As Kellyn Coetzee wisely noted, synthetic data isn't as synthetic as we think. It's trained on real data, carrying real biases, creating real consequences. The future is synthetic, but let's not forget to keep it human. What's your take? Are we solving real problems or creating new ones? Credits: Mi3Australia Andrew Birmingham 🕵️‍♂️Nadia Cameron Frederic Chanut, Kellyn Coetzee Chris Manson Gai Le Roy Mark Ritson (Evidenza Jon Lombardo & Peter Weinberg Ujwal Kayande Toni Clayton-Hine https://lnkd.in/gZ5Nndnm #MarketingInnovation #SyntheticData #AIinMarketing #DataPrivacy #MarketingStrategy #DigitalTransformation #CustomerInsights

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Lack of understanding is still holding back programmatic DOOH. The latest IAB Australia Attitudes to Programmatic DOOH Report (2025) shows that despite progress in adoption and measurement, knowledge gaps remain the main barrier preventing greater ad spend. 🔹 36% of agencies cite a general lack of understanding 🔹 36% point to poor clarity on cost versus benefit 🔹 24% say the channel is still seen as “non-guaranteed” While most other barriers have decreased since last year, these insights highlight a clear need for more industry education and transparency. At www.AdMobilize.com, we believe that closing these gaps with improved data, tools, and measurement is essential for driving global programmatic DOOH growth. What do you think the industry needs to make pDOOH more accessible and scalable? #ProgrammaticDOOH #DOOH #AdTech

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Marketing isn't always about ads and content. Sometimes it's about strategic partnerships that elevate both brands and cross pollination of audiences. Original Geek has done this by facilitating a partnership between Electronic Rebellion , Dangerfield and PlaySide Studios Selected Dangerfield stores across Australia will soon feature play zones to try out Electronic Rebellion brands such as Bloody, Redragon and Mork Blade instore while playing the latest releases from Playside.

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“Brands need to leverage topical authority to earn AI search mentions, leading to a contraction of desirable SEO outcomes—quality primes over quantity." Part two of AdNews Australia's SEO apocalypse is out now and our Head of Owned Channels, Tudor S., shares his views on how brands can survive the significant changes in the SEO space. https://lnkd.in/gqy9ScfD

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Adoption is growing, but 36% of agencies cite a lack of understanding and cost-benefit analysis as significant barriers to pDOOH capturing a larger share of advertising volume and investment, finds new IAB Australia https://lnkd.in/g3Nnq-UB #outofhomeadvertising

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