Treating Acquisitions and Pricing with Separate P&Ls is Where Value Leaks

According to Álvaro Martínez, Sr. Director MENA - Growth Marketing and Pricing, talabat, measurement infrastructure around this bias, making it structural, not just behavioural. The question is always: what channel drives the cheapest CPA versus which channel drives the best user cohort at an acceptable cost. Small semantics, big difference.

Generative AI has made campaign planning dramatically faster, but advertising success is still determined by execution. The next competitive advantage will come from AI that can operate campaigns, not simply recommend them.

Today’s car buyer in the UK is increasingly self‑educated via specs, reviews and finance calculators before engaging a dealer. Autotrader’s Ian Plummer explains why high‑intent signals and horizontal discovery now matter more than raw lead volume.

As shoppers ask ChatGPT what to buy before they ever click an ad, marketers are learning that ROAS was never built to capture the moment demand is actually created.

Most organisations begin with reputational and regulatory concerns, because those risks are easier to quantify. However, mature organisations eventually understand that ethical AI starts with protecting people, says Alexander Merkushev, Head of AI Projects at Yango Tech.

Incrementality has become the benchmark for proving media effectiveness, but marketers still need attribution, MMM and performance analytics to understand why campaigns succeed or fail.

Industry leaders from Kevel, DG Media Network and The Trade Desk discuss why the future of retail media lies in unified decisioning, connected measurement and commerce data.

New research reveals that culturally relevant brands are valued nearly 3x higher, giving CMOs new evidence that investing in culture directly drives long-term business value.

The Buy Box shifts in minutes. Stockouts hit search rankings for weeks. Retail media runs on real-time auctions. And most brands are still checking in once a week.

Fullfunnel.io Co‑Founder Andrei Zinkevich unpacks why most ABM programmes quietly fail, how to merge demand gen and ABM into a single Allbound revenue engine, and why human‑first selling — not AI‑generated cadences — is still what wins complex B2B deals.