Martech

New research shows that brands aligned with emotionally heightened moments in live sports can improve ad effectiveness.

As brands pursue efficiency through platform consolidation, many are unknowingly limiting growth. A diversified retargeting stack can improve performance, reduce dependency, and uncover audiences that single-platform strategies often miss.

As Martech stacks grow more complex, the real challenge is aligning platforms, people, and local market realities. As Pooja Nambiar, Global Head of Marketing Platforms at Yugo, puts it, the technology is there to enable, not to dictate.

Marketing measurement has never been perfect, but today’s most successful teams are rethinking how they interpret data, combining MMM, LTA, and incrementality testing to build more reliable frameworks for business growth.

A new OAAA and Kochava study found that OOH advertising delivers stronger measurable outcomes than CTV and broadcast TV, driving higher in-person visits, digital engagement, and sustained consumer action.

A new survey reveals CMOs are increasing AI investments, but most marketing organisations still lack the operational readiness, governance and talent needed to scale AI successfully.

The biggest breakdown is that personalisation is still treated as a tactic rather than an operating system. Many brands understand the value of personalising the ad experience, but execution still happens across fragmented workflows, says Christiana Marouchos, VP of Marketing at StackAdapt.

New research reveals measurement flaws causing MMM to systematically misread affiliate performance—costing brands growth, efficiency, and market share.

This Martech Day, Martechvibe launches what aims to be a listening list of thinkers who are actively shaping the martech discourse, including but not limited to how AI is applied across stacks and adds customer value.

As AI reshapes how consumers search and decide, marketers must move beyond clicks and MQLs to focus on visibility within AI-generated answers, redefining performance in a zero-click world.