Attribution

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.

Tracking engagement doesn’t suffice—brands must dive further into which users stay, what keeps them around, and where potential customers drop off before converting.

With AI being a core resource now, deliverable pricing must replace hourly pricing for the better.

Marketers will need to shift focus from search engine optimisation to a generative engine optimisation model, demonstrating how fast you can provide answers without expecting consumers to search through mountains of content.