The online advertising market is undergoing significant changes, driven by technological advancements and increasing regulatory challenges. Recent developments, such as the integration of artificial intelligence (AI) in search engines and advertising platforms, are redefining the strategies of major players like Google, META, and OpenAI. Concurrently, growing concerns about user safety and regulatory compliance, particularly in Europe, are imposing new constraints on companies. SMEs, for their part, must navigate this complex landscape to capitalize on new opportunities while avoiding regulatory pitfalls.
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