Martech

Invalid traffic is silently draining ecommerce ad budgets and corrupting tROAS signals. To scale efficiently, marketers must block fake clicks before they distort campaign data.

From balancing metrics with brand magic to ethical uses of synthetic data, modern marketing is a high-wire act. David Norris, CMO at boost.ai breaks down how AI is reshaping campaigns, CX ownership, and the very role of CMOs and what it means to stay ahead.

Forget what you knew about sales funnels. AI is reshaping how CMOs drive growth, from leading revenue strategies to pioneering AI-driven metrics and owning the future of search with AEO.

As enterprises scale AI-generated content, the pressure to stay compliant, consistent, and brand-safe is rising. Without proper governance frameworks, even the most advanced AI can produce hallucinations, misinformation, and non-compliant messaging.

More than a back-end task, product feed is turning into a growth strategy. Elizabeth Azide, Senior Director of Marketing, EMEA at Commerce reveals how optimised product feeds drive visibility, cut ad waste, and boost conversions.

As user acquisition costs climb, mobile marketers are refocusing on what happens after the install without spamming the notification tray.

A new report from Feed.fm reveals that in-app music is a growth strategy. With 84% of users demanding music and 69% willing to pay for it, apps that integrate licensed tracks see longer sessions, better retention, and stronger monetisation.

Around 25% of marketers cite difficulty in measuring ROI, and 21% struggle to scale their partner programs effectively. This has sparked a growing investment in technology platforms that streamline operations, providing fraud protection, unified reporting, and simplified partner payouts.

CMOs are burning out not from doing too little, but from doing too much without direction. Brand strategist Andrej Persolja unpacks why clarity, not complexity, will define the next era of marketing leadership, and why the best CMOs will start thinking more like investors than executors.

The research indicates that AI search tools are gaining momentum by providing answers in plain language, summarising complex information, and eliminating the need to navigate through pages of SEO-driven content.