The Global Data & Marketing Alliance (GDMA) brought together leaders from 15 global Data & Marketing Associations in Madrid for its 2026 Annual Meetings, reinforcing the value of international collaboration at a time of unprecedented change for the marketing industry.
Hosted with the support of Adigital, the association representing the Spanish digital economy, the meetings provided an opportunity for members to exchange insights, compare developments across markets, and identify areas where collective action can deliver greater value than any single association could achieve alone.
The annual meetings began alongside Adigital’s OUTTHINK conference, creating an ideal setting for global exchange. GDMA moderated a panel featuring leaders from the US and Finnish DMAs, exploring the opportunities and challenges presented by AI, evolving consumer expectations and the role of industry standards in supporting responsible innovation. The discussion reinforced a central theme of the Madrid meetings: while regulatory and market contexts may differ, the need for trustworthy, consumer-centric marketing is increasingly shared across the world.
Over two days of discussions, participants explored many of the issues currently shaping the future of data-driven marketing, including artificial intelligence, privacy and consumer trust, as well as policy and regulatory developments. A major focus of the discussions was the growing impact of AI on marketing practices and on the role of industry associations themselves. Members exchanged experiences on AI adoption, governance frameworks, skills development and the practical support marketers need as AI technologies become increasingly embedded in business operations and customer engagement.
The meetings also underscored the continued importance of trust, privacy and ethical data use as foundations for effective marketing. Participants shared perspectives on evolving consumer expectations, regulatory trends and the role that industry-led standards can play in promoting responsible innovation while maintaining public confidence in the data-driven economy. The GDMA Consumer Attitudes to Privacy Study featured prominently in these exchanges, providing a global perspective on consumer sentiment and trust, all the while preparing the groundwork for the next edition of the study.
International cooperation was another key theme. Based on the premise of what we can do better together than anyone can do on their own, members discussed the evolving role of GDMA and explored opportunities to expand its global reach and relevance, as well as advancing collaboration on research, education, professional standards and industry best practices.
Beyond the formal agenda, the Madrid meetings provided valuable opportunities for networking and relationship-building. In a rapidly changing environment, the ability to learn from peers facing similar challenges in different markets remains one of GDMA’s greatest strengths. The exchange of practical experiences, successes and lessons learned helped reinforce the unique value of the Alliance’s global network.
As the meetings concluded, participants reaffirmed their commitment to turning discussion into action. The objective is clear: to strengthen collaboration between DMAs worldwide, develop practical initiatives that benefit members, and continue promoting responsible, innovative and effective data-driven marketing around the globe.
GDMA extends its sincere thanks to Adigital and all participants for helping make the 2026 Annual Meetings such a productive and inspiring gathering. Together, we are demonstrating that while markets may differ, the industry’s biggest opportunities and challenges are increasingly shared, and are best addressed through collaboration.
