It won’t fail because the protocol is bad; it will fail because you’ve been sold a simplistic dream – a “universal API” for ad tech – and that’s what you’re budgeting for.
Understanding where AI agents make financial sense today is the difference between building a sustainable competitive advantage and burning through your margins in pursuit of buzzwords.
As the pendulum swings hard toward 1:1 personalization, a critical question emerges: Just because we can personalize every interaction, does it mean we should?
ChatGPT and others continued the fragmentation of the search journey, which today hops between platforms and intents. The funnel no longer exists. Here’s how to pivot your brand’s SEO/GEO strategy.
The number and scope of U.S. laws that require advertisers to disclose the use of AI are limited. But there are some restrictions and guidelines that advertisers must follow to ensure their compliance.
Principal-based buying isn’t inherently bad. When incentives are aligned, clients get more precision and speed than traditional agency models often allow. The issue isn’t the mechanism; it’s the incentives.
The real risk isn’t in running robust tests; it’s in wasting money or cutting high-performing channels based on misleading conclusions from bad measurement.
Marketing has long struggled to prove itself as a growth engine. What if agentic AI isn’t the threat many fear but the breakthrough marketing always needed?
Agencies that dismiss in-house development are limiting their potential for differentiation. Here are five questions to ask yourself before committing to in-house tech.
SSPs are staring at their own demise. And it’s because, for over a decade, SSPs have positioned themselves as agnostic platforms.
