Attribution

Modern CMOs must blend data mastery, AI adoption, financial fluency and creative leadership to drive measurable business value and lead high-performing teams.

The invisible spend problem in performance advertising drains budgets as repeated clicks from returning users and scam ads inflate costs. Brands need user-level visibility and frequency controls to protect budgets, reach new audiences, and ensure true campaign efficiency.

Conversion API and first-party data are becoming the foundation of smarter ad strategies, with AI optimisation enabling media buyers to improve targeting, efficiency, and ROI.

Ted Sfikas, Field CTO, Amplitude, explains why marketers should prioritise experimentation to reduce wasted spend, improve ROI, and turn first-party data into actionable insights through disciplined test-and-learn approaches.

From smarter identity resolution and ecommerce assistants to generative content and new disciplines like GEO, martech leaders are rethinking what personalisation, attribution, and discovery really mean in 2025.

As AI tools like ChatGPT and Perplexity change how people search, traditional SEO is facing new challenges. Learn what Generative Engine Optimisation (GEO) means and how marketers can adapt to stay visible in AI-driven results.

As rising UA costs impact mobile app growth, marketers turn to AI to help spot patterns, recommend changes in ad buying, and automate actions to move swiftly. Can this efficiency help offset increasing CACs? Martechvibe spoke to the gaming experts to find out…

Ads that induce emotion are nearly twice as effective at driving sales. Ahead of Cannes, new Zappi data reveals what truly makes creative perform.

In the rush to digitise, retailers embraced ecommerce—only to discover an invisible threat: bots that mimic customers, drain ad budgets, and hand over competitive advantage to rivals.

Customer acquisition in financial services is at a tipping point. As AI unlocks radical personalisation and privacy rules reshape data use, marketers must rethink how they measure, target, and convert—before they fall behind.