1.Why Person-First Media Buying Is the Future of Programmatic Advertising
Brands are shifting toward a person-first approach in programmatic advertising by leveraging identity resolution and AI to deliver personalized, relevant content across platforms. This strategy enhances engagement, improves ad effectiveness, and enables more meaningful measurement of business outcomes. [Source: AdWeek]
2. Enterprise AI Strategy: Moving From Ambition To Scaled Impact
AI adoption in enterprises often falls short due to misaligned strategies, lack of infrastructure, and insufficient focus on people and trust. The article emphasizes shifting from flashy experiments to purposeful scaling by aligning AI with business goals, empowering teams, and measuring real impact—not just technical metrics. [Source: Forbes]
3. How to make ecommerce product pages work in an AI-first world
AI is transforming ecommerce by acting as a virtual sales rep, filtering and recommending products based on user context rather than just keywords. To stay visible, product pages must offer rich, context-driven descriptions that answer who the product is for and what problems it solves. [Source: Search Engine Land]
4. Brands talking unified screen strategy: Time to retire TV vs Digital debate?
Brands and marketers are increasingly embracing a unified screen strategy, combining the mass reach of linear TV with the precision of digital and Connected TV (CTV) to optimize campaign outcomes. As media consumption habits evolve, especially among younger audiences, the focus is shifting from channel-based planning to audience-centric approaches, with integrated budgets and dynamic content strategies leading the way. [Source: Exchange4Media]
5. Scaling PPC Campaigns Sustainably: Use The SCALE Framework To Move Beyond Actionism
PPC campaigns often fail due to reactive decision-making and lack of strategy. The SCALE framework—Stabilize, Capture, Amplify, Layer, Evolve—offers a structured, data-driven approach to sustainable growth by focusing on performance, market insights, and disciplined execution. [Source: Search Engine Journal]
6. How to use Performance Max for high-value customer acquisition and retention
Performance Max (PMax) in Google Ads is proving to be a powerful tool for acquiring and retaining high-value customers by leveraging automation, audience segmentation, and conversion value layering. By assigning incremental values to new and lapsed customers, marketers can optimize bidding strategies and improve campaign performance—though careful reporting is essential to avoid inflated ROAS. [Source: Search Engine Land]
7. Tech as the new creative calculus: Rethinking advertising in the age of AI
India’s leading creatives at Cannes Homecoming explored how AI is reshaping advertising, emphasizing the need to balance technological efficiency with human empathy. The discussion highlighted that the future of storytelling lies in harmonizing innovation with emotional resonance. [Source: Campaign India]
8. LLM perception match: The hurdle before fanout and why it matters
Brands are now being filtered by AI systems based on how well they align with user intent, even before relevance or content quality is considered. This concept, called LLM perception match, determines whether a brand is eligible to be recommended by language models like ChatGPT, making it a critical factor in AI-driven visibility—especially for B2B companies with complex sales cycles. [Source: Search Engine Land]
9. The 10 Commandments For CMOs In The Age Of AI
In the age of AI, marketing is evolving from traditional strategies to dynamic, data-driven ecosystems. Aditi Sinha outlines ten key principles for CMOs, emphasizing AI-powered simulations, brand voice training, prompt engineering, and cultural relevance as essential tools for future-ready marketing leadership. [Source: Forbes]
10. Clicks or Connections? How to crack the MarTech balancing code
Indian brands are increasingly leveraging MarTech tools like AI and personalization to boost engagement, but many still prioritize short-term conversions over long-term customer loyalty. Experts argue that while the technology is effective, true brand advocacy depends on trust, value, and a cultural shift in marketing strategies toward sustained relationships. [Source: Exchange4Media]
