Marketing

The long-standing tug-of-war between marketing and IT for control over the MarTech stack has reached a pivotal moment. As businesses increasingly focus on creating hyper-personalised digital experiences, marketers have assumed a dominant role in shaping their technology ecosystems and now control 60% of MarTech purchasing decisions.  While this autonomy enables greater flexibility and speed of… […]

Happy birthday, Yahoo. The company, which was incorporated on March 2, 1995, turned 30 years old this month. But a lot has changed since 1995, which was also the first year that ads ran on the Yahoo site. Today, Yahoo has a full suite of advertising and targeting solutions, the revenue side of which is

Consulting The Oracle Stop us if this sounds familiar: Oracle is trying to keep TikTok from getting banned in the US. Bloomberg reports that Oracle, which first attempted a joint purchase of the social video platform with Walmart way back in 2020 during Trump’s first presidency, is now working out a deal with the second

Measuring the impact of Google’s AI Overviews on publishers’ search referral traffic hasn’t been straightforward via click-through data — but keyword data is proving more fruitful.  Nearly 19 million keywords now feature AI Overviews — that’s up 91% from six months ago, according to Semrush data. The total number of searches that trigger AI Overviews

YouTube’s social commerce push in the West has hit a few bumps, but it’s far from waving the white flag. Platform executives say they’re still refining products to make shopping while watching as seamless as hitting the share button. “We’re certainly investing a lot in making shopping successful,” YouTube’s vp of engineering Geoff van der

Ad tech moves fast. One quarter, you’re the undisputed king of the open internet; the next, you’re fending off existential doubts about whether you were ever that secure in the first place. The Trade Desk is learning this the hard way.  For years, the company seemed untouchable. Quarter after quarter, it posted the kind of

Advertisers are split on whether to double down or cash out as TikTok’s future in the U.S. hangs in the balance. But enough have walked away to send ad prices downward for those who do stay. CPMs on the app declined 80% between January 2024 and January 2025, according to an estimate from adtech firm

This week’s Future of TV Briefing looks at the perpetual question of whether advertisers consider YouTube on par with traditional TV and streaming services. YouTube TV YouTube, Tubi lead TV watch time gains in February TikTok’s potential new parent, WTF is a podcast and more YouTube TV Is YouTube TV? It’s a question that’s hovered