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I came away from Affiliate Summit East thinking about an assumption we've made about affiliate marketing for years: that its primary job is to capture demand that's already there. That made sense when the affiliate journey was easy to see. Someone .. ...

Most marketing organizations have clear owners at either end of the funnel. Brand teams build awareness and performance teams convert demand into revenue. The middle tends to be less clear. Responsibility is spread across media, content, social, CRM, ...

Your platform numbers say a channel is delivering strong ROAS. Your MMM suggests you've probably overspent there. An incrementality test indicates a positive lift. Which number should determine where the next dollar goes? The instinct is often to ...

AI Search has quickly moved from an emerging behavior to a critical channel marketers know they need to prioritize. But deciding how much to invest is complicated by a more fundamental problem: AI Search doesn't fit neatly into the way marketing ...

AI is already making more of the day-to-day decisions behind media execution, from monitoring performance to optimizing spend. The temptation is to treat that growing capability as a roadmap toward full autonomy: if AI can eventually do something, .. ...

Marketing teams have gotten very good at testing. New audiences, channels, creative formats, bidding strategies, landing pages and platform features (too long a list) can all enter the experimentation roadmap, often with an expectation that a mature ...

For enterprise brands with large physical footprints, localization creates an uncomfortable trade-off. Centralize too much and media loses the local context that makes it engaging and effective. Push too much control into individual markets and you . ...

TL;DR Mentions and citations tell you whether your brand shows up in AI answers. They don't tell you whether that visibility is consistent, valuable or built to last. We tested five proposed KPIs that go a layer deeper: These aren't settled industry ...

The generic, cliff notes version of every topic has already been absorbed by AI. In a sea of endless AI slop, simply being accurate or comprehensive is no longer enough. The brands getting rewarded with higher mention and citation rates are the ones ...