The Partisan webinar “The Future of Digital Political Advertising: Deep Dive” explored how rapidly evolving rules, tools, and technologies are reshaping the online campaign battlefield. The discussion featured Maya Hutchinson (BattlegroundAI) and Jochen König (Cosmonauts & Kings), moderated by Josef Lentsch (Partisan). Together, they examined the legal uncertainties, regulatory debates, and technological shifts that are defining the next phase of political advertising.

A new era of political ads

Looking ahead to 2026, digital political advertising is entering uncharted territory. Regulators in multiple jurisdictions are debating what should be permissible, platforms are rolling out new ad formats, and campaigns are experimenting with AI-driven personalisation.

Hutchinson highlighted that the combination of AI-powered targeting and hyper-personalised messaging means campaigns can reach voters with unprecedented precision—but also raises pressing questions about transparency, fairness, and compliance.

König stressed that the regulatory landscape remains fragmented: “We’re seeing different rules emerge across Europe and beyond, and campaigns must navigate these inconsistencies while still staying competitive online.”

Implications for campaigns

The shifting terrain carries major implications for political professionals:

• Compliance becomes strategy – Understanding and adapting to evolving regulations is now central to campaign planning.

• Innovation is essential – Campaigns that embrace new ad tools and AI-driven formats can stay ahead of rivals.

• Transparency is non-negotiable – As scrutiny grows, credibility depends on clear, responsible use of digital advertising.

• Budgets must adjust – Legal restrictions and reduced organic reach will increase reliance on paid distribution.

As Hutchinson noted, “Political advertising is no longer just about targeting the right people—it’s about doing so in ways that withstand public and regulatory scrutiny.”

Risks for democracy

Beyond campaign tactics, the rise of ultra-personalised ads poses risks for democratic debate. If not carefully managed, these tools could amplify filter bubbles, deepen polarisation, and erode trust in institutions.

König warned: “When every voter sees a different message, it becomes harder to sustain a shared public conversation. That’s a challenge not just for campaigns, but for democracy itself.”

Civil society and watchdog organisations will also face hurdles in monitoring digital ads, as increasing personalisation makes transparency harder to achieve.

👉 The future of digital political advertising is uncertain, but one thing is clear: campaigns can’t afford to stand still. Success will depend on a mix of compliance, creativity, and responsibility—navigating legal grey zones while seizing opportunities for engagement. Political professionals must adapt strategies for a world where technology moves faster than regulation, and where the integrity of democratic debate hangs in the balance.