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For years, digital marketing has been optimised around what people do online: the pages they visit, the videos they watch, the content they consume and the clicks they make. But people do not live in dashboards. They commute. They shop. They visit stores. They move between home, work and leisure. They respond to weather, traffic, local events, category availability, neighbourhood culture and the reality of the places around them. In other words, everything happens somewhere.

Taptap Digital, a global area-based omnichannel marketing platform that helps brands discover who and where their ideal customers are and how best to reach them using location intelligence, is reinforcing its Iberia commercial presence with a restructured sales team led by Alberto de los Santos Lomas, VP Revenue Iberia. The move brings together established expertise and fresh talent to support brands and agencies navigating a fast-changing addressability landscape.

As conflict in the Middle East triggers the largest energy shock since 2022, the "cost of living" has moved from a slow burn to an acute crisis. With the World Bank forecasting a 24% jump in energy prices this year and food inflation projected by the Institute of Grocery Distribution (IGD) to hit over 8% by mid-2026, consumer behavior has fundamentally shifted. Shoppers are no longer just "value-conscious", they are hyper-reactive to daily headlines.

As we approach May 2026, the UK advertising industry is no longer just speculating about the landmark ‘Less Healthy’ Food (LHF) legislation; it is actively navigating the new reality. Early data suggests that the impact on total industry marketing spend has been more of a redirection than a reduction. According to recent analysis from the innovation foundation Nesta, as little as 1% of total marketing spend may ultimately be lost as brands successfully pivot toward exempt channels and brand-led strategies. More recent announcements around applying the new Nutrient Profiling Model will no doubt add complexity as previously unaffected brands look to reformulate recipes to not fall foul of the stricter thresholds.

Mayol will succeed Álvaro Del Castillo as CEO, who will become non-executive President after almost 16 years since the company's founding. In this new phase, Mayol will lead and continue to execute the company’s ambitious global expansion and its AI-first overhaul.

The 2026 World Cup represents a monumental opportunity for all types of brands. Whether you're an official global sponsor or a local market brand looking to align with the excitement, its sheer scale requires a more sophisticated approach than traditional broad-reach media. With host cities spread across the US, Mexico, and Canada, the spectrum of fan mobility will be vast and varied. While hardcore fans will be constantly on the move, the majority of fans and viewers will have different, more localised movement patterns based on their timezones and where they watch the matches, whether celebrating in local pubs and fan-zones or gathering at home. Regardless of how far they travel, fans will be consuming content across multiple screens and environments. At Taptap Digital, we believe the key to navigating this complexity is location intelligence, the common thread that unifies data and media to create a seamless fan journey.

Shaikh’s appointment follows strategic entries into the UK and Brazil as the company scales its international footprint and partner ecosystem.

The advertising industry is currently navigating a significant identity crisis. As traditional tracking methods like third-party cookies continue to crumble, the task of identifying and following individuals across the digital landscape has become increasingly fragmented and complex. This shift is not merely a technical hurdle; it represents a fundamental change in how brands must connect with their audiences in a privacy-first world.