MadTech Staff

Channel 4 Joins Forces with Adform to Deliver Brand-Safe, Data-Driven BVOD Campaigns

Adform and Channel 4 have partnered to enhance programmatic access to Channel 4’s premium BVOD inventory. Advertisers can now activate high-quality video campaigns at scale through Adform’s privacy-compliant platform, using PMPs and Programmatic Guaranteed deals for greater transparency, control, and omnichannel performance across the UK’s leading broadcaster content.

‘Essential for Living’: O2 champions spontaneous summer adventures in latest VCCP campaign celebrating inclusive EU roaming

O2’s new campaign with VCCP celebrates the freedom of travel with free EU roaming across 49 destinations. Anchored by the film “Roam Free, Breathe Free,” narrated by Sean Bean, the spot captures spontaneous adventure and emotional connection, positioning O2 as the only major UK network offering inclusive roaming without extra fees.

Liftoff Partners with Xiaomi to Expand Global Mobile Advertising Reach

Liftoff has partnered with Xiaomi’s International Internet Business Department to bring native, system-level ad placements to global advertisers via the Vungle Exchange. This integration unlocks exclusive OEM inventory across Xiaomi’s HyperOS, smart devices, and GetApps store—offering advertisers smarter targeting, lower costs, and unprecedented reach in Android user acquisition.

Sense and Sensibility: Context-Aware Systems Lead the CX Charge

A new global study by Designit, Wipro’s experience innovation firm, shows that context-aware systems are the top strategy for enhancing customer experience (CX) in 2025. With 57% of CX professionals prioritizing real-time, adaptive technologies, the report signals a major shift toward smarter, more intuitive customer engagement.

The Odyssey of Wilson: How a Volleyball Is Teaching the World About Ocean Plastic Pollution

UNESCO’s The Odyssey of Wilson transforms ocean data into a powerful environmental journey. Using the iconic volleyball as a metaphor, the campaign visualizes 450 years of plastic pollution, rising sea levels, and climate change—raising awareness ahead of the 2025 UN Ocean Conference with immersive storytelling and real-time scientific insight.

OnePlus Unveils PersonaliSed AI Ecosystem with New ‘Plus Key’ and Smart Productivity Features

OnePlus unveils its next-gen AI ecosystem and the new Plus Key—delivering personalised, secure AI tools like AI Plus Mind, VoiceScribe, and Best Face 2.0. Experience smarter, more intuitive smartphones in 2025.

Outra Boosts Executive Team with Key Hires from Rightmove, MiQ, Shopify

Outra, the UK’s leading data and analytics firm, has announced five senior hires to power its next phase of growth. The appointments bring deep sector expertise in real estate, retail, and media, positioning Outra to deliver smarter audience-first strategies through predictive modelling and rich consumer insight.

Quantum meets creativity: MOTH unveils first-ever song powered by quantum technology

MOTH debuts RECURSE, the world’s first quantum AI-generated music track, in collaboration with electronic artist ILĀ. Powered by Archaeo, MOTH’s proprietary platform, the project marks a new era of ethical, artist-driven AI—blending quantum computing with creativity to enable truly original, real-time generative music.