January has a way of sharpening focus, making it the natural point to pause, look forward, and start spotting the ideas and shifts that are beginning to take shape for the year ahead.
As part of our annual Three Trends series, we asked industry leaders to share their key takeaways.
Next, we talk to James Parker, Head of APAC at LoopMe, about his take on the year past and the year up ahead.
James shares perspectives on the rise of zero-party data, the need for more precise thinking around AI in advertising, and more.
Looking Ahead:
What are three trends to look for in the coming year?
1. We’re entering the era of zero-party data
With growing scrutiny around data, driven by evolving privacy laws (and with more on the horizon), marketers need solutions that put consent, transparency and accuracy at the centre of their audience strategy. So, it’s no surprise we’ll see a greater use of survey technologies in 2026 as they seek to capture highly prized zero-party data.
Because it’s information that consumers willingly volunteer, naturally, zero-party data is privacy-compliant. Critically, this real-time data offers direct insights into people’s interests, intentions and preferences, rather than marketers having to make inferences. And it’s these deeper understandings of their behaviour that drive personalisation, engagement, and performance that’s far superior to anything third-party data or behavioural signals can deliver.
Making assumptions about your audiences is no longer good enough, and that’s why the winners next year will be those brands that have the confidence to elicit direct feedback from their buyers.
2. We’ll move from AI chatter to AI comprehension
While the likes of ChatGPT have brought AI into the mainstream, machine learning models have quietly been powering programmatic advertising for years. And despite AI seeming to have become a catch-all buzzword in ad tech, if you’re only just talking about AI now, you’re probably already behind.
Rather than badge everything under ‘AI’, in 2026, it’s time to move beyond generalisations and industry hype and become more precise about how we label applications.
Rather than badge everything under ‘AI’, in 2026, it’s time to move beyond generalisations and industry hype and become more precise about how we label applications. Whether it’s machine learning, predictive modelling, natural language modelling, generative AI or other applications, we must stop bandying around general terms that can be confusing. Instead, let’s be clear and talk about what specific AI we use, and, importantly, why it matters.
3. Advertisers will start upping their game
Today, all ages and demographics play mobile games, from grandparents and university students to high-net-worth individuals and business leaders. And yet gaming remains one of the most undervalued environments in media.
That’s why in 2026, brands must ditch any long-held misperception that this is solely the pursuit of young males in dark rooms and embrace it. Gaming has become the new form of relaxation, socialising and even storytelling. As AI tools automate more of our daily tasks, this additional free time will give people more opportunities to play games.
Whether in Asia, Europe, or the US, our research shows that gaming delivers engaged audiences who are more receptive to advertising while providing a reach that rivals that of the social media giants.
As digital advertising adapts to the era of AI, we’ll start seeing brands stop viewing gaming as a niche. Instead, they will begin treating it as mainstream and realign their budgets to capitalise on this growth channel.
Looking Back:
Favourite or least favourite trend of 2025:
Although not exactly a trend, it has been discussed throughout this year, and I’m interested to see how Australia’s new social media ban for under-16s reshapes the future of social platforms. Will this push younger audiences to new digital spaces, or could it even make VPNs the next frontier for ad targeting?
The ripple effect could redefine how we think about audience access, privacy, and platform responsibility.
If you could sum up 2025 in one emoji:
😳
One of your favorite brand campaigns of 2025:
One that stood out this year was the Airwallex x McLaren partnership campaign – Shifted Perspectives.
The underlying data behind the frequency would be fascinating to unpack, but they undoubtedly delivered on recall and association. It’s a great example of how sustained brand presence can cement awareness.
What was your 2025 New Year’s Resolution, and did you keep it?
Being able to touch my toes by the year-end! It’s proven harder than expected, but I have managed to improve my fitness this year with a Mount KK climb, regular Pickle Ball, and an end-of-year ski trip.
