The Danger of Gated Content for B2B Marketing in the Age of AI
As AI search engines become crucial in the B2B landscape, gated content risks blocking visibility and traffic, affecting brand recognition and lead generation.
Oct 20, 2023Industry trendGated ContentUngated ContentB2B MarketingThe Future of PPC Agencies: Adapting to AI and Automation
The role of PPC agencies is evolving dramatically due to the rise of AI and automation. While traditional roles centered around manual account management, the future requires agencies to blend technical capabilities with marketing expertise. This shift could lead to fewer operational roles and a greater emphasis on strategic decision-making and data engineering.
Oct 10, 2023Industry trendPPCAIData EngineeringCorporate Capital: How Strategic Investors Use Funds to Accelerate Innovation and Market Access
Corporate investment strategies are shifting. Instead of direct acquisitions, many large platforms, agencies, and measurement companies are choosing to invest as LPs in venture and growth funds.
Oct 10, 2023Industry trendAcquisitionATS LondonFundingBeauty Consumers and Google Search: Navigating a Multi-Platform Purchase Journey
Consumers are moving across multiple platforms in a single purchase journey, relying on different platforms for various functions, revealing important implications for brands in the beauty industry.
Oct 6, 2023Industry trendConsumer behaviorGoogleInstagramThe Cost of Playing Safe: Unlocking Revenue Through Trust, Standards and Regulation
Advertising compliance is moving beyond a legal exercise to become a strategic business capability, and a commercial one. Regulation across the UK, Europe and the US is fast changing and more fragmented than ever, and the industry's instinct in the face of uncertainty is to switch things off: block the category, exclude the news environment, skip the market.
Oct 4, 2023Industry trendAdvertisingAIATS LondonBeauty Consumers and the Search Relay Race
Consumers are navigating multiple platforms during their beauty purchase journey, revealing significant shifts in online behavior and platform reliance.
Oct 3, 2023Industry trendConsumer behaviourSearch Engine MarketingTikTokThe New Capital Stack: Fundraising, Profitability and the End of “Grow at All Costs”
Raising capital is harder, slower, and more selective than ever. This panel examines the new fundraising reality for founders, where profitability matters earlier, growth expectations are more disciplined, and investors are prioritizing operational resilience over top-line acceleration.
Oct 1, 2023Industry trendBusiness GrowthEuropeFundingProtecting Your Ad Budget During Google Display to Demand Gen Migration
With the migration from Google Display campaigns to Demand Gen starting in 2027, advertisers face challenges including budget control, ad placements, and familiar settings. This article outlines key challenges and solutions to effectively manage the transition.
Sep 29, 2023Industry trendGoogle AdsDigital MarketingDemand GenerationS8, E01: Articulating a bull case for the open web (with Gareth Glaser)
In this episode, Gareth Glaser discusses the potential resurgence of the open web, exploring its challenges and opportunities in the performance marketing space.
Sep 15, 2023Industry trendopen webperformance marketingad techOracle To Shut Down AddThis – Completely This Time
Oracle is permanently terminating all AddThis services as of May 31, following significant changes in its marketing cloud strategy.
May 25, 2023Industry trendAddThisGDPROracle Advertising