Overview
These new features in digital marketing affect different areas of the sector such as tracking, generative SEO, or performance measurement. In other words, transformations that directly influence the ability of brands to collect, activate, and analyze their data.
Did you spend the summer sipping a cocktail by the water and are struggling to catch up with the pace? No worries! We have put together for you a detailed recap of the announcements and evolutions not to be missed – enough to help you get back on track and boost your business opportunities for this September 2025!
1. Tracking & Privacy: The main changes of summer 2025
Consent Mode v3: a new reality for tracking
Consent Mode, Google’s key tool to combine privacy and tracking, unveils its third and brand-new version. If you had not yet taken the step with the previous versions, do not wait any longer and go directly for Consent Mode V3. It is now essential to equip yourself with this tool if you want both to collect and model within the Google product ecosystem, while respecting data protection regulations.
What does this new edition offer? A clearer differentiation of “consented” and “non-consented” events that allows for greater granularity in the data exploited. A game changer that can prevent losing up to 30% of measurable data.
The concrete changes:
- You will have to validate on your site the CMP used (Consent Management Platform) to ensure that consent is properly transferred.
- You must configure the key events (lead forms, purchases, downloads) in dual mode, i.e. in consented and non-consented.
- To limit as much as possible the loss of data that may occur depending on browsers and cookie restrictions, it is more than recommended to opt for a server-side tracking system.
Regulations: NLPD & AI Act
On the legal side, Swiss and European regulations are tightening even further, particularly to frame the rise of artificial intelligence and its impact on private data protection.
- In Switzerland, the new Federal Data Protection Law (nLPD) definitively comes into effect. Companies must now account for the hosting of data and the conditions of their transfers.
- At the European level, the AI Act came into force at the beginning of August 2025. Certain marketing use cases, which notably exploit automated content generation or propensity scores, must therefore defend their compliance regarding the transparency and documentation of algorithms.
Conclusion: take advantage of September to take stock and set up a compliance audit of your ecosystem!
2. AI-Powered: Automation and advertising
Google Ads: the era of predictive advertising
Always a pioneer in innovations, Google has evolved its flagship product Performance Max by integrating predictive functionalities:
• Budget forecasting: via simulation of impact based on several scenarios.
• Asset improvement: with proposals for creative variations based on existing assets.
• CRM integration: by exploiting CRM signals (scoring, customer value) to drive optimization.
In the same logic as the latest Google Ads evolutions, these new features tend to make the platform increasingly autonomous in managing your campaigns. However, be careful, the quality of the signals injected will play a key role in the effectiveness of this self-management.
Meta & TikTok: creative and behavioral AI
Social networks are not left behind and are also developing new features by exploiting AI even more:
- On META, the Advantage+ campaigns have enriched the testing potential with larger volumes of integrable assets and great granularity of audience and context.
- TikTok inaugurated in August TikTok Symphony. This new tool merges generative video AI and dynamic audience optimization. A key support for brands that can now produce content more quickly adapted to the latest digital marketing trends while targeting the most responsive profiles.
Do not underestimate the first-party data at your disposal. Coupled with AI, they are a goldmine to feed the networks’ algorithms and gain a competitive advantage over the competition.
3. SEO & Search Updates
Google updates of summer 2025
Two core updates (June and August 2025) marked the third quarter of 2025 with major evolutions:
- E-E-A-T becomes the cornerstone of SEO. Content that demonstrates real experience and proof of expertise is largely prioritized by algorithms.
- Core Web Vitals are also reinforced for a stronger consideration of user experience on web ecosystems.
- Structured data should be prioritized to ensure enriched snippets.
To guarantee good ranking of your site, stand out with personalized content, keep a human touch in your writing to bring something new to users.
Generative Engine Optimization (GEO)
A real tidal wave in the world of SEO, a GEO approach has now become essential to emerge in search results. The summer of 2025 saw the birth of the first frameworks that pave the way for a booming practice.
What this implies for companies:
• Create content that meets these 3 criteria: structured, verifiable, and citable by AI.
• Think content from the user’s perspective and anticipate answers to conversational queries (“What is the best CRM tool in Switzerland?”).
• Multiply credibility signals (identified authors, cited sources, updated data).
The practice of GEO therefore positions itself as a continuation of classical SEO, but by seeking perfect compatibility with AI.
4. Data integration and activation
CRM ↔ Ads connectors: the closed loop
During the summer of 2025, the use of certain native connectors was standardized.
- Microsoft Dynamics ↔ Google Ads, which will link CRM opportunities to campaigns.
- Salesforce ↔ Meta Ads, which facilitates bidirectional synchronization between leads and audiences.
Several strategic advantages arise from these integrations:
- Thanks to a link with the rest of the digital ecosystem, leads are scored and prioritized in real time in the CRM.
- Advertising campaigns benefit from enriched signals (customer value, closing rate, lifecycle).
- Common KPIs allow all teams, marketing and sales, to evaluate performance at the same level.
CDP: the rise in power
To facilitate omnichannel campaign management and make the most of first-party data, many companies opt for the creation of a CDP, Customer Data Platform. We could observe in the third quarter of 2025 a greater progression of CDP projects, notably in the retail, finance, and health sectors.
This centralization platform offers many features:
• Construction of unified audiences (online + offline).
• Management of personalized omnichannel journeys.
• Implementation of real-time activation (notifications, emails, media campaigns).
5. Performance Measurement and Analysis
GA4: towards a more business-oriented reading
As with its other tools, Google never ceases to improve Google Analytics 4, with a vision increasingly ROI-oriented:
- Introduction of LTV (Customer Lifetime Value) natively.
- Improvement of multi-touch attribution, more granular.
- Tables comparing consented vs non-consented performance to measure the impact of user choices.
Quality data as a prerequisite
We will never repeat it enough: the effectiveness of innovations such as artificial intelligence or automation entirely depends on the quality of the data they can exploit. To ensure your data is reliable and offers you strong potential, three actions must be prioritized:
- Data cleaning: removal of duplicates and standardization of formats.
- Data governance: governance charters, clear roles, documentation.
- Data enrichment: addition of relevant third-party signals (economic, sectoral, behavioral).
Conclusion
The summer of 2025 marked a new chapter in the great transformation of digital marketing into a true technology system driven by data and AI.
If you must remember 3 priority levers for this September 2025:
1)Secure and make your tracking reliable, relying on tools like Consent Mode V3 and transitioning to a server-side system to ensure NLPD/AI Act compliance without losing performance potential.
2)Integrate and activate CRM data into campaigns to create closed loops and improve ROI.
3)Prepare tomorrow’s SEO with GEO and verifiable, expert content.
Do not wait for others to act as guinea pigs, stand out and build a decisive competitive advantage by moving ahead on these priority topics as early as Q4
At Eminence, we support companies in the transformation of their digital ecosystem around data and AI. Diagnosis, integration, activation: September is the perfect time to take action. Contact us!
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