However, while it is easy to find the current political uncertainty and waning consumer confidence daunting, this climate is a perfect storm for creating new opportunities. Throughout this series, we’ve seen a number of examples 

Throughout this series, we’ve looked at a whole range of different ways we can use these developments to our advantage. 

Privacy laws can be seen as a challenge; legislation that curtails our strategies, or they can be seen as a chance to reinstill faith in advertising through better and more relevant ads and ad placements. 5G will unlock new technologies and should see the Internet of Things (IoT) become more prevalent in more households – and these examples are just the start.

We might not be able to control everything that comes our way, but we can certainly control the way that we react to it. Each opportunity offers a new way of working, a new creative format, or even lays the groundwork for a more mature, more transparent, and more innovative industry. The impetus is now on us: what will we do with our future?

For now, suffice it to say that there is a lot to consider as planning and implementation carries on throughout the next few months. Going into 2020, we therefore implore advertisers not to think of the year as one of challenges, but rather one of possibilities.