Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Through immersive adtech, French start-up Gadmse is hoping to create more seamless gaming experiences by featuring dynamic and interactive adverts that don’t disrupt the game. As an increasing number of people turn to gaming for escapism, people have higher expectations of seamless engagement.

UberEats has recruited Kris and Kendall Jenner for its ‘Get Almost Almost Anything’ campaign, through which it makes the humorous admission that you can’t get everything on the app. Tapping into a desire for transparency while harnessing star power, it's a refreshing alternative to over-promising.

Many people have looked to snacks and food for comfort amid the pandemic, with a real interest in nostalgic treats from childhood. McVitie’s Jaffa Cakes has reaped the benefits, launching a campaign for Jaffa Jonuts that tapped into a desire for playful, reminiscent, and tasty snacks.

As marketers increasingly push ads onto the personal devices in our homes, your phone’s lockscreen could be the latest advertising battleground. But as traditional digital advertising is changing, will privacy-savvy Americans accept this, and what can brands do to avoid advertising misuse?