Alex Schultz

Paramount consolidates its ad tech and product teams; Meta execs are still figuring out the role of AI; and FIFA and World Cup sponsors lean on influencers.

OpenAI’s hiring priorities hint at the nascent ad platform’s future direction. Plus: Cloudflare unveils tools to categorize crawlers.

Ask advertisers, not Meta, how best to use Meta’s ad platform; holdcos and big brands are pressuring Big Tech to self-regulate; and how data-driven animal husbandry is impacting marketing.

If Alex Schultz, Meta’s CMO and VP of analytics, had his way, the term “performance marketing” would be retired. There isn’t a line [between] brand and performance,” he says. “It all performs.”