Articles | Resources

The Morning After Strategy: How Semetis turned “recovery moments” into a media strategy for UPSA Digest Forte

19th May, 2026 Astrid Mérenne

Semetis has been nominated at the AMMA Awards in the “Best Media Strategy” category for its work on UPSA Digest Forte, a campaign that challenged traditional audience planning by focusing on something far more powerful: moments of need. In a highly competitive digestive health category, most...

5 things we learned about AI this year and how digital marketers can use it practically

30th December, 2025 Lisa De Sloovere

In the past year, AI has shifted from a buzzword to an everyday companion for digital marketers and analysts. Google, Meta, Microsoft, TikTok, Amazon: every major platform now embeds AI deeply into its products. And while that creates huge opportunities, it also forces us to rethink how we work,...

Consent Storage in GTM: Implementing Local Storage vs First‑Party Cookies

24th December, 2025 Sven Bosschem

Introduction: Why Storage Choice Matters More Than It Looks Most teams now have a consent banner and a CMP in place. The legal boxes are ticked, the banner shows up, and users can accept or reject cookies. Job done… right? Not quite Behind the scenes, how you store the consent state and how you...

How AI is already transforming the landscape of paid search

23rd December, 2025 Jonas Geiregat

AI is rapidly reshaping how consumers search and how brands must position themselves across the entire discovery journey. Search is no longer limited to a traditional results page: it has become conversational, multimodal and fragmented across platforms. Consumers move between Google, TikTok,...

GEO: 4 Concrete Tactics to Work on Your GEO

23rd December, 2025 Camille Servais

Introduction Over the past few months, the way search engines work has been evolving rapidly.For a long time, online search followed a simple principle: ask a question and receive a list of clickable links to find an answer.With the rise of solutions such as ChatGPT, Gemini, and Google AI Mode...

Search Social was just the beginning: Welcome to the AI Search Era

23rd December, 2025 Diane Tremouroux

Introduction In 2024, our article on Search Social highlighted a fundamental shift in how younger generations discover information online. Platforms like TikTok, Instagram and Pinterest were no longer just entertainment spaces - they had become primary entry points in the discovery journey. For...

Improve the readability of your Looker Studio dashboard with Calculated Fields, Groups, and Bins

23rd December, 2025 Lore Fierens

Introduction Looker Studio is a Google tool that allows you to convert data from various sources, such as Google Analytics, Meta and Criteo, into clear and interactive dashboards. The platform has numerous functionalities, but when building dashboards, one element is always important:...

First-Party Data: Why It’s Becoming the Backbone of Digital Marketing in Belgium

22nd December, 2025 Marie Capart

Over the past few years, the digital landscape has changed quickly. Third-party cookies are disappearing, platforms are reshaping how data flows, and regulators are raising the bar on transparency and consent. At the same time, advertisers still need accurate measurement, relevant targeting, and...

Retail Media in Belgium: the reality beyond the hype

18th December, 2025 Pieter Maesmans

Introduction Retail media is the new buzzword in the marketing world. In just two years, it has evolved from a niche topic to a fixed point on boardroom agendas and media plans. Both advertisers and agencies talk about its enormous potential: access to valuable first-party data, a direct link to...