Martech

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.

Brands are moving away from purely transactional loyalty rewards towards incentivising content creation and advocacy. Charlie Casey, CEO of LoyaltyLion, wants leaders to “think about user-generated content as part of the value exchange.”

The research signals a decisive shift in B2B GTM strategy, urging leaders to abandon outdated playbooks and embrace an AI-first, customer-obsessed model built on augmentation, resilience, and cross-functional collaboration.

DOOH adoption is accelerating, with 68% of planners increasing usage and 61% planning higher investment, yet 58% still cite measurement as the biggest barrier to scaling spend.

As AI shifts digital interfaces from static pages to live conversations, Nic Baird and Kevin Baragona reveal that advertisers and publishers who align ads with real-time user intent will define the next revenue engine of the internet.

Recent data shows that AI agent activity has reached 88% of human organic search, signalling a major shift in how brands are discovered and evaluated online.

For years, performance marketing distanced itself from brand and creative disciplines, positioning itself as a numbers game - analytical, precise, objective. But as automation takes more of the targeting, bidding and placement decisions, creative becomes one of the few levers marketers still directly control, says Paul Morris.

New research shows TV supercharges search, social, and audio—driving up to 8.7× higher ad recall and stronger lower‑funnel results when combined.