New research finds that only half of marketing and finance leaders measure how marketing is driving business outcomes, and 71% believe AI-powered marketing tools prioritise short-term performance over long-term brand growth.
As digital attention fragments and performance pressure intensifies, marketers are repositioning television — not as a legacy branding channel, but as a measurable growth engine built for accountability.
Modern CMOs must blend data mastery, AI adoption, financial fluency and creative leadership to drive measurable business value and lead high-performing teams.
Sam Allen, CEO, Iterable, explains what’s holding marketers back. It isn’t talent or ambition; it’s the day-to-day friction of their legacy tech stack. Marketers need technology that removes busywork and simplifies complex tasks into a single workflow. It should reflect how they actually work, says Sam.
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.
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.
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.
