Harnessing the Power of Real-Time Buying in Programmatic Advertising

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    A few years ago, digital advertising was a much more manual process. Media buying teams spent hours collecting bids, communicating with publishers, and trying to optimize campaigns one by one. Today, things have changed significantly. Speed, data, and automation have become the driving forces behind modern advertising, especially in programmatic advertising. One of the most important components of this ecosystem is Real-Time Bidding (RTB). What Is RTB? It may sound technical, but the concept is actually quite simple: RTB is the process of showing the right ad to the right user at the right moment. The remarkable part is that this entire process happens within milliseconds, making competition for ad impressions incredibly dynamic. What Is Programmatic Advertising? Programmatic advertising is the automated buying and selling of digital advertising inventory through technology-driven platforms. It minimizes manual intervention, places data at the center of decision-making, and significantly accelerates advertising processes. In the past, media buying was largely static. Today, user behavior can be analyzed instantly, allowing ad impressions to be evaluated in real time. As soon as a user visits a website, the system can assess their interests, device type, and browsing behavior before initiating an ad auction. Key Benefits of Programmatic Advertising More accurate audience targeting Reduced advertising waste Real-time campaign optimization Cost optimization per impression Scalable campaign management Data-driven decision making For e-commerce businesses in particular, these capabilities can create a substantial competitive advantage. Reaching users who abandoned their shopping carts on a different platform just minutes later has become a standard marketing practice. How Does Real-Time Bidding (RTB) Work? When a user visits a website: An advertising space becomes available. Advertisers submit bids. The most suitable bid is selected. The advertisement is displayed to the user. This entire process is typically completed in approximately 100 milliseconds. Interestingly, the highest bid does not always win. Factors such as user behavior, conversion probability, and campaign objectives are also considered during the decision-making process. This is one of the reasons why AI-powered advertising technologies are becoming increasingly integrated into RTB systems. What Are DSP and SSP Platforms? DSP (Demand-Side Platform) A DSP operates on the advertiser’s side and enables brands to purchase advertising inventory efficiently. With DSP platforms, advertisers can: Define target audiences Create bidding strategies Optimize campaigns Access real-time performance data For performance marketing teams, DSPs have become an essential component of modern advertising operations. SSP (Supply-Side Platform) An SSP serves publishers. Websites and mobile applications use SSPs to offer their advertising inventory to potential buyers. The primary goal is to maximize the value of available ad space. In simple terms, SSP represents the supply side of the ecosystem, while DSP represents the demand side. Why Is AI-Powered Advertising Important? Campaign optimization once relied heavily on manual adjustments. Today, algorithms can analyze user behavior faster and often more accurately than humans. For example, AI systems can determine: Which creative generates the highest conversion rate Which time periods deliver lower acquisition costs Which users are most likely to make a purchase These insights are continuously analyzed and applied to improve campaign performance. As real-time bidding continues to grow in markets around the world, brands are becoming increasingly data-driven. As competition intensifies, success depends not only on advertising budgets but also on optimization quality. Sometimes, even a small adjustment can significantly improve return on ad spend (ROAS). Common Mistakes in Programmatic Advertising Automation alone is not enough. A strong data infrastructure, high-quality creatives, and precise audience targeting remain fundamental to campaign success. Many brands invest in advanced advertising technology yet still struggle to achieve strong results. In most cases, poor audience segmentation is the underlying issue. Another common misconception is assuming that every impression has equal value. A well-optimized campaign can often generate higher conversions with fewer impressions. For this reason, focusing solely on reach has become an outdated approach. Frequently Asked Questions Why Is Programmatic Advertising Important? Programmatic advertising automates media buying processes and enables more precise targeting, helping advertisers use their budgets more efficiently. What Is the Difference Between DSP and SSP? A DSP is a platform used by advertisers to purchase advertising inventory, while an SSP enables publishers to sell their available ad space. Which Industries Use Real-Time Bidding? RTB is widely used across industries such as e-commerce, finance, mobile applications, gaming, SaaS, and retail. Conclusion Programmatic advertising is no longer a tool reserved for large enterprises. Any brand seeking a data-driven and performance-focused approach can benefit from this technology. Real-time bidding sits at the center of this transformation. Speed matters. Data matters. But the real advantage comes from reaching the right user at exactly the right moment.

    How AI Impacts Creative Processes in Marketing

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    The Human Factor Behind Artificial Intelligence These days, no matter who you ask, artificial intelligence is always somewhere at the table. On social media, in agency meetings, or during coffee breaks, the same sentence keeps coming up: “AI did this.” But is it really just an algorithm pulling that image, that sentence, that concept out of a massive data pool? The phrase “AI did it” feels a bit incomplete. Because the real question is: who wrote that prompt, with what kind of struggle, and driven by what motivation? The Biggest Misconception When Using AI When we first started using artificial intelligence, everyone experienced a similar wave of excitement. There was a belief that it would magically turn our ideas into reality in a single step. Then came the well-known moment of blockage. The outputs were good, maybe even impressive—but something was missing. They felt soulless, cliché, and overly “stock.” And that’s when you realize: the better you explain something, the better the result you get. In other words, the steering wheel is never in the hands of AI—it always belongs to the creative mind guiding it. AI in Design: Speed Advantage or Creativity Loss? Artificial intelligence does not think for us, but it pushes us forward at incredible speed. In the past, we would spend hours searching for references on Pinterest or Behance. Now, we can see fifty different directions in just 15 minutes. This is a huge convenience. But the danger starts right here. If you don’t have a real idea or purpose in mind, AI will only give you aesthetic emptiness—works that look good but say nothing, leaving you asking, “Why was this even made?” These outputs are disconnected from brand language, do not reach the target audience, and consist of nothing more than visual noise. Without creative direction, using AI in design is simply about gaining speed. And in advertising history, speed has never been enough on its own to define good work. The One Thing Algorithms Cannot Copy: Creative Perspective The idea of human–AI collaboration sounds highly technological, but it actually goes back much further. AI can produce endlessly and overwhelm you with options, but deciding which is “good” and which is “bad” depends on human instinct. That moment when you say “this, not that”—that is where experience comes into play. Years of accumulated knowledge, books read, films watched, and mistakes made all activate at that point. And this is the one thing algorithms still cannot replicate: the creative perspective shaped by experience. Is AI a Toy or a Production Machine? Expert insight: Artificial intelligence is as smart as the person using it. In one person’s hands, it remains a simple toy; in another’s, it becomes a powerful production machine. Good results do not come from the prompt itself, but from the creative mind that writes it. So there is no need to worry—the tools may change, but the solution still lies in human judgment, creativity, and perspective.

    What Is a Storyboard and Why Is It Important?

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    What Is a Storyboard? A storyboard is one of the most important tools used to visually plan a story or narrative. In recent years, the concept of storyboarding has also found its place in the business world, gaining a broader meaning. Today, companies use storyboards to visualize different scenarios, plan workflows, structure advertising campaigns, and better understand customer experiences. As a result, storyboarding has become a valuable tool that helps teams communicate more effectively, collaborate more efficiently, and plan processes in a more structured way. Where Is a Storyboard Used? A storyboard is not only used in filmmaking. In fact, it is widely applied across many fields today. For example, it is used in advertising films, YouTube and social media videos, animations, game design, educational videos, and corporate presentations. How Does the Storyboarding Process Work? The process begins by defining the visual language of your project. Then, the length, format, and overall flow of the storyboard are planned. Once this framework is established, each scene is drawn step by step. Why Is a Storyboard Important? Ideas become more tangible, and a shared understanding is created within the team. It minimizes potential errors and time loss during production. Since camera angles, scene transitions, and editing flow are defined in advance, production becomes much more efficient. Additionally, a storyboard provides a clear preview of how scenes will look, offering great confidence to both the creative team and the client. It eliminates uncertainties such as “what was supposed to happen there?” and makes the entire process more controlled. It also strengthens communication between the director, cinematographer, production team, and client, ensuring everyone stays aligned with the same goal. Especially in large-scale projects, it reduces the need for revisions later on, saving both time and budget. Advantages of Storyboarding A storyboard helps save time by defining the sequence and flow of scenes in advance. Planning camera angles, lighting, and set design contributes to a more organized production process. This reduces time loss and unnecessary shooting, helping protect the budget. Tips for Creating an Effective Storyboard It is important to clearly define what you want to achieve with your storyboard and how it supports the overall project flow. This clarity ensures that all team members share the same understanding of each scene and the final outcome. Using sketches and visuals is one of the most effective ways to quickly and clearly communicate how something should look without needing lengthy explanations. Creating a timeline helps you manage tasks more efficiently and complete the entire process on time. This approach keeps the project flow under control and prevents possible delays. By following these tips, you can create an effective storyboard that gives your project a strong foundation. With the right tools, you can communicate your message more clearly and produce visually engaging content that captures the audience’s attention. If you want to turn the foundation built with your storyboard into a professional production, you can benefit from the experience of the PND Production team and transform your ideas into a tangible success story.

    Recover Abandoned Carts with Criteo Strategies

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    E-commerce studies show that 7 out of every 10 users leave a website without completing their purchase. This average cart abandonment rate of around 70% may seem like a loss at first glance, but in reality, it represents a warm opportunity that can be regained with the right strategy. Unlike cold audiences who are unfamiliar with the brand, these users have already browsed products, evaluated prices, and demonstrated clear purchase intent. At this point, retargeting with Criteo helps brands convert this high-potential audience into actual sales. It is very common for users on e-commerce sites to add products to their cart but leave without completing the purchase. While this behavior may initially look like a loss, it is actually a warm opportunity that can be recovered with the right strategy. Unlike cold audiences who are unfamiliar with the brand, these users have already viewed products, considered prices, and partially shown purchase intent. At this point, retargeting with Criteo helps brands revive the potential for conversion. How Does Criteo Work? Retargeting with Criteo aims to show more relevant ads based on the products users viewed or left in their cart. After users leave the website, they see the products they were interested in across different platforms, which reactivates their decision-making process. This reminder effect is especially valuable for e-commerce brands because users often leave not because they don’t want the product, but because they are delaying the decision. The role of advertising here is to bring the user back with the right product and message without being intrusive. Why Do Users Abandon Their Carts? There are several main reasons behind cart abandonment: The user may be comparing prices across different websites. Shipping costs, taxes, or unexpected additional fees may have affected the decision. The user may not have been ready to purchase at that moment. Trying to fix a poor user experience with more advertising is not a smart approach. Therefore, when setting up retargeting campaigns, it is important to evaluate not only the advertising side but also the site experience and checkout flow. How to Build a Successful Criteo Strategy Timing plays a critical role in a successful Criteo retargeting setup. Ads shown shortly after cart abandonment are more effective while user interest is still fresh. Ad content should be product-focused rather than general brand messaging. Showing the exact product left in the cart, its image, price, or similar alternatives increases engagement potential. In some cases, free shipping, limited-time offers, or small incentives can accelerate the purchase decision. Key Considerations in Criteo Campaigns In Criteo strategies, it is important not to train users to expect discounts every time. Brands that constantly show coupons may eventually create the habit of users waiting for discounts. A healthier approach combines dynamic product ads, smart frequency control, and a strong user experience. This way, both brand value is preserved and ad budget efficiency improves. Expert insight: Retargeting with Criteo is a powerful tool for e-commerce brands that want to recover abandoned carts. When proper targeting, personalized ads, good timing, and a smooth checkout experience come together, conversion rates can increase. The key is not just bringing users back to the site, but making it easier for them to complete the purchase once they return. This is what truly makes the difference. This approach becomes even more important in highly competitive categories.

    Which Influencer Content Drives More Trust & Sales?

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    Do Scripted Influencer Contents Reduce Engagement? Influencer marketing has rapidly influenced brands across almost every industry in recent years. In fact, there has been a significant increase in the number of content creators. While there is now a high demand and a large pool of influencers available to meet it, a key question arises: how authentic are advertising contents? How genuine does the audience find them, and how does this perception affect purchasing decisions? Brands that can truly answer these questions are the ones that stand out. When we observe audience behavior, we notice that highly scripted content is no longer considered worth engaging with. The decline in likes and comments over time is largely linked to this shift. The more product- or service-focused and “perfect” the content appears, the more inauthentic it feels to followers. There may be many reasons for this, but at its core lies a lack of emotional connection. Even if audiences are not experts, they can now easily detect mismatches between influencers and brands. They no longer believe that someone they closely follow and observe in daily life genuinely “loves” or regularly uses the promoted product. What Influences Purchasing Behavior and Trust? In the digital age, where almost everything is incredibly easy to access, many brands fail to understand how sensitive audiences have become in this regard. At this point, content that carries authentic value significantly increases engagement with the brand and directly influences both purchasing behavior and trust. Of course, living at the peak of the digital era means meeting these expectations, which creates real challenges for both agencies and brands. While delivering advertising content to users, being able to appeal to real emotions also leads to success. However, when trying to create authentic user experiences, going completely unstructured and unplanned can make the content appear careless. Therefore, maintaining authenticity while combining it with a strong strategy is extremely important. All of this clearly reveals an important truth for brands: content that only preserves emotion but lacks a solid roadmap eventually gets lost, while highly structured content that lacks authenticity fails to attract attention and may even receive negative reactions. Both brand trust and sales emerge only when both elements are managed correctly. This is why “making the experience believable” has become the most critical factor.

    How Marketplace Algorithms Work: Visibility & Sales

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    Marketplaces such as Trendyol and Hepsiburada are essentially algorithms that aim to connect consumers with products as quickly as possible while prioritizing items with the highest sales volume. Although these algorithms bring millions of consumers and products together, they also introduce thousands of competitors into the same ecosystem. For this reason, simply listing products is never enough. This is where a critical cycle comes into play: visibility drives sales, and sales increase visibility. Products that fail to enter this cycle struggle to grow their sales volume. Marketplace strategies must be built around this principle. First of all, there are several key points that must be carefully considered when listing products: High-resolution images and videos taken from multiple angles, including usage demonstrations Proper use of keywords and specific terms in product titles Clear, readable product descriptions that answer customer questions Although these may seem simple, they are essential for product visibility. The most important factor beyond these is CTR (Click-Through Rate). The more a product is shown and clicked, the more the algorithm considers it attractive. However, even if CTR is high, if it does not convert into sales, the product is likely to be pushed down again. At this point, campaigns can be used to improve both click and conversion rates. In addition, positive customer reviews always help products stand out. Quick and constructive responses to negative reviews, along with fast shipping and transparent return processes, help convince potential customers and increase brand loyalty. The return process can be challenging for many brands. However, minimizing return rates is crucial because even if a product sells well, high return rates are negatively evaluated by marketplace algorithms. Moreover, low return rates not only improve algorithmic performance but also increase operational efficiency and profit margins. As in every market, price competition is a dominant factor in marketplaces. Since consumers can easily access alternative products, price comparison becomes effortless. However, simply offering the lowest price is not always the right strategy. The key is to position the product correctly and manage campaign periods effectively. Today, most marketplace traffic comes from mobile applications. Even though marketplaces are designed to be mobile-friendly, how your product images and descriptions appear on mobile still plays a crucial role. For newly listed products, reaching top rankings can take time. In this case, sponsored ads are an effective solution. Properly targeted advertising leads to increased sales. Of course, maintaining a healthy ROAS balance is also essential. When all these factors are considered together, it becomes clear that the relationship between sales and visibility depends on multiple variables such as pricing, content quality, and advertising—not a single factor alone.   In short, the key to success in marketplaces is increasing visibility before focusing on sustainable growth in sales.

    How to Deal with Shortening Attention Spans on Social Media?

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    Today, a brand’s fate depends on a millisecond movement of a thumb. Whether on the metrobus, during a meeting break, or right before falling asleep, everyone in front of a screen has turned into a “scrolling machine.” Amid hundreds of pieces of content, colors, sounds, and messages flowing past us, we now have only a few seconds to stand out. To be honest, sometimes we don’t even have that much. Research shows that attention spans on social media have significantly decreased—so much so that human focus capacity is now said to be shorter than that of a goldfish. So in this fast-paced era, should brands give up on content creation, or rewrite the rules entirely? The Importance of the First 3 Seconds: If You Don’t Hook Them, You Lose In traditional advertising, we used to structure storytelling with a clear beginning, development, and a strong conclusion. We would gradually warm up the audience and deliver the message at the end. That luxury no longer exists. Storytelling has been completely reversed. Now, the most impactful part—the “hook”—must appear within the first second. If you cannot make the viewer think “This is exactly about me!” within the opening moments, your content has already been swiped away. And capturing attention doesn’t require massive production budgets. What matters is delivering a sense of authenticity, surprise, or direct insight that grabs the viewer instantly. “Micro” Content, Macro Impact: Surviving the TikTok and Reels Era Long-form brand storytelling has been replaced by the dynamism of TikTok, Instagram Reels, and YouTube Shorts. But the biggest misconception here is assuming that short content is “simple.” On the contrary, delivering a message in 15 seconds—while entertaining or providing value—requires far greater creative skill. Users now demand speed and authenticity. Instead of overly polished, high-production, “advertising-like” content, they prefer dynamic, user-generated content (UGC) that feels more natural and relatable. In this fast-moving flow, brands must do more than shorten content duration; they must refine their message into its purest, clearest, and most impactful form. Beyond Aesthetic Noise: Real Insight Matters With AI entering the scene, content creation has exploded. We are surrounded by intense aesthetic noise—bright visuals, fast transitions, trending music… yet everything starts to look the same. While competing for shrinking attention spans, the biggest mistake brands make is trying to stand out only through visual spectacle. However, no matter how fast people scroll, they only pause on content that speaks to their own emotions, curiosity, or personal experience. Trends, formulas, and algorithms may change—but one thing remains constant: a strong, authentic consumer insight. If you find the right sentence that touches your audience’s heart, you can tell entire worlds in just five seconds. In the age of scrolling, success is no longer about being visible—it’s about being felt in just a few seconds. Because what stops a user isn’t the most polished transition or the most perfect aesthetic; it’s the moment they see a piece of themselves and think, “this is so me.” In today’s social media landscape, the real competition for brands is not producing more content, but delivering the right emotion in less time. In the end, the strongest brands of the future will not be the loudest—they will be the ones that build connections the fastest.

    AI SEO Optimization: How to Create AEO and GEO-Friendly Content

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    What Is GEO? GEO, or Generative Engine Optimization, is the practice of optimizing content so that AI models cite brands as sources in their responses. In other words, GEO aims to make your brand a primary reference within the synthesized answers generated by large language models (LLMs). Why Is GEO Important? Users are increasingly turning to AI-powered platforms for quick answers to their questions. Conversational interactions and the ability to receive detailed responses instantly are creating a new dimension beyond traditional search behavior. In the coming years, the following platforms are expected to become critical hubs for information discovery: ChatGPT Gemini Perplexity Claude Bing Copilot What Is AEO? AEO (Answer Engine Optimization) focuses on creating concise, direct answers that satisfy user queries while reducing information overload. The goal is to appear in features such as Google AI Overviews, Featured Snippets, and People Also Ask results.Content Formats Commonly Used for AEO Question-and-answer sections Short definitions Bullet-point lists Step-by-step explanations Headings such as: What Is? How Does It Work? Why Is It Important? As shown by current search trends, content that best serves user intent and delivers genuine value is more likely to be recognized as high-quality by Google’s standards. When certain criteria are met, AI systems can also reference and cite that content directly in their responses. Is My Website Appearing in AI Results? You can monitor your website’s AI citation visibility through various tools. Platforms such as Ahrefs, Semrush, and Similarweb offer features and reports that help identify which AI platforms are citing your content and how often your website is referenced. Traditional SEO vs. GEO / AEO Traditional SEO Focus: Keyword search volume Result Type: Search engine rankings (SERPs) Content Structure: Long-form, comprehensive content GEO / AEO Focus: Directly answering user questions Result Type: AI-generated responses and summarized answers Content Structure: Concise, clear, and structured content 7 Essential Criteria for Appearing in AI-Powered Search Results 1. E-E-A-T E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trust. These signals play a significant role in how search engines and AI systems determine which content is reliable and worthy of being surfaced. Experience Does the author have real-world experience related to the topic? Expertise Does the author possess subject-matter expertise? This can be reinforced by highlighting credentials, qualifications, and professional experience within the content. Authoritativeness How influential and recognized is the brand or website within its industry? Trust Trust is built through factors such as author transparency, updated content, cited sources, clear contact information, and strong brand credibility. 2. Make Your Content Easy to Crawl For AI systems to process your content effectively, it should be structured in a way that is both readable and easy to synthesize. AI crawlers primarily interpret content through HTML rather than relying on heavy JavaScript or CSS elements. 3. Build Content Around Search Intent A significant portion of user queries are informational in nature, such as: What is it? How does it work? How is it done? Creating content that directly addresses these questions increases visibility in both traditional and AI-powered search experiences. 4. Organize Content into Clear Sections Use headings and subheadings to create a logical structure. Example Structure H1: Main Topic H2: Core Questions H3: Supporting Details Additional best practices include: Bullet points Short paragraphs Summary boxes Clearly defined sections 5. Provide the Main Answer Within the First 100–150 Words Including a summary, quick overview, or key takeaway at the beginning of your content helps algorithms quickly identify and extract valuable information for AI-generated summaries. 6. Use Structured Data and Semantic Markup AI systems rely on structured data to better understand page content. The following schema types are particularly important: FAQ Schema HowTo Schema Article Schema Organization Schema Author Schema Implementing these structured data formats can improve both search visibility and AI citation opportunities. 7. Update Content Regularly Content freshness is increasingly important. As systems like Google AI Overviews continue to evolve, content should be reviewed and updated regularly to reflect current information and emerging user questions.   Conclusion The transformation taking place within the AI ecosystem is more than a technical shift—it represents a fundamental change in user behavior and information discovery. To gain deeper insights into how AI adoption is evolving in Türkiye and what the future may hold, explore the video analysis Artificial Intelligence in Türkiye Through KONDA Data, featuring commentary from KONDA Research and Consultancy Deputy General Manager Ali Karakaş and VVPartners Founder Yiğit Kalafatoğlu. Their analysis provides valuable perspectives on emerging user behaviors and the AI landscape leading into 2026.

    Social Media Restrictions for Under-15s: Protection or a New Digital Reality?

    Social Media Restrictions for Under-15s: Protection or a New Digital Reality? Social media often comes with age restrictions. But is using social media effectively and responsibly truly linked to age?   Which age group actually needs social media or the internet the most? This remains an open question. While internet usage rates in Türkiye are generally quite high, there are significant differences between age groups. Internet usage reaches around 92% among individuals aged 25–34, while it drops to approximately 25–30% among those aged 65–74. This gap highlights how younger generations have a much stronger connection to the digital world, whereas older age groups tend to have more limited usage habits. The fact that most regulations are based primarily on age can make the issue even more complex. Today, both globally and in Türkiye, a large portion of social media regulations are age-based. However, when usage habits, individual needs, and differences in access are taken into account, restrictions based solely on age may not fully address the issue in all its dimensions. Is Social Media an Educational Tool or a Source of Risk? Beyond its educational potential, social media can also expose younger users to harmful influences and risky behaviors. Cyberbullying, peer pressure, access to age-inappropriate content, and attempts to imitate such content create significant challenges for parents. As a result, younger generations are increasingly being shaped by a new sphere of influence that extends beyond traditional educational systems. On the other hand, social media is also one of the most powerful tools for children to research, learn, and discover new things. Under-15 Social Media Restrictions: Are We Protecting Children While Limiting Their Development Potential? According to a nationwide study conducted in collaboration with KONDA Research and Google: 71% of parents with children under the age of 15 agree that educational videos on YouTube are highly beneficial in areas where educational institutions are not available outside of school. 77% of parents believe that YouTube is an important resource for providing free access to educational content. These findings suggest that social media is not viewed solely as a risky environment but also as an important tool for learning and accessibility. At the same time, the risks are equally real. On platforms such as TikTok, potentially harmful and inappropriate behaviors can be easily accessed and imitated, creating understandable concerns among parents. Children in primary and middle school, while gaining access to educational videos and useful content, may also be exposed to negative influences. As we move toward a new digital reality, the key question remains: Should we completely distance children from the internet and social media? Should we deprive them of the opportunities the digital world offers? Or should we focus on helping them participate in this environment in a safer and more protected way? Only time will tell. However, the regulation is expected to come into effect soon. As this new era begins, we will continue to examine what lies ahead and how this process will shape the future of digital participation for younger generations.