Search Marketing Knowledge Center

AI Thrives on Voluntary Signals

Leading Edge December 18, 2025

Sisi Zhang, chief data and analytics officer at Razorfish, discusses why marketers should leverage zero-party data.

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Short-Termism Is Killing Your Business and Other Lessons from Season One

On Scope December 18, 2025

The On Scope team reflects on some of the most valuable lessons shared by guests during the show’s first season, highlighting insights from marketing masters like former Mastercard CMO Raja Rajamannar, Deloitte Digital’s Maggie Gross, eos’s Soyoung Kang, and more.

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IAS Launches IAS Agent

Marketing News December 16, 2025

Integral Ad Science (IAS) on Tuesday announced the launch of IAS Agent, an AI-powered assistant that helps users gather campaign insights and improve ad performance. Rolling out during CES 2026, the tool is touted as "explainable AI" and provides transparent self-reporting, recommendations for brand safety, and a streamlined pre-campaign setup.

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Why Are Brands Repeating Past Programmatic Mistakes with AI | On Scope

Podcast Clips December 14, 2025

Caitlin Blewett, CMO at Genpact, shares her thoughts on why many marketing leaders, who witnessed firsthand the perils of jumping too far too fast during the programmatic boom, are now doing the same exact thing with AI implementation.

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How to Maintain Brand Differentiation When Using AI | On Scope

Podcast Clips December 14, 2025

We’ve all heard of the “sea of sameness” that is expected to flourish with AI implementation. Caitlin Blewett, CMO at Genpact, shares her thoughts on how marketers might avoid falling into this trap, discussing the ways in which humans can continue to have a critical role in marketing practices, even with AI adoption.

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How to Convince Leadership to Pump the Brakes on AI Adoption | On Scope

Podcast Clips December 14, 2025

On the On Scope podcast, Caitlin Blewett, CMO at Genpact, gives some tips for how marketers might convince leaders of the need to slow down a bit with AI adoption and implementation, pulling from her own experiences working in an environment that prioritizes speed to market.

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Three GEO Tips to Future Proof Your Search Strategy

POVs December 14, 2025

The rules of discoverability are shifting — again. And if your brand wants to stay relevant in the new AI-dominated world of search, it’s time to optimize for the engine behind the engine. Get started with these three best practices.

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How to Make Your ABM Unforgettable

Event Recaps December 12, 2025

Andy Penkalski, associate director at Bader Rutter, discussed how to blend a traditional account-based marketing (ABM) approach with a media and data activation strategy that goes beyond traditional B2B channels and make your marketing messages not just unavoidable but totally unforgettable.

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Auctions and Agents: The Next Evolution of Digital Advertising

Leading Edge December 11, 2025

Vlad Stesin, CEO at Optable, discusses Ad Context Protocol (AdCP) and how marketers can harness the technology.

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A Marketer’s Guide to Practical AI Implementation with Caitlin Blewett

On Scope December 11, 2025

Genpact CMO Caitlin Blewett shares real world examples of how her team thoughtfully implements AI, how brands can maintain differentiation in AI’s growing “sea of sameness,” and how you can convince leaders caught up in the hype cycle to pump the brakes and be more strategic about AI rollouts.

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Flock’s Blueprint for AI-Driven Agency Compensation

Event Recaps December 10, 2025

Flock Associates outlined how AI and automation are reshaping agency compensation, driving a shift from time-based models to asset and outcome-based pricing, with transparency and performance metrics at the core.

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The New Rules of Marketing Measurement in the Age of AI

Leading Edge December 10, 2025

With agentic AI, not only can actual data analysts measure advertising in more ways, AI makes it more approachable for a broader set of people on the marketing team to run analytics using natural language and intuitive prompts. However, several key elements need to be in place for advertisers to reap the full benefit.

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What Brand Marketers Need to Know About TV Advertising in 2026

Partner Content December 9, 2025

Amid the acceleration of artificial intelligence (AI) and a full lineup of major TV events on the horizon — from the Milan-Cortina 2026 Winter Olympics to Super Bowl LX to the FIFA World Cup — 2026 is expected to be a defining moment for TV advertising for both traditional and streaming networks.

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Verizon’s Fogley Talks Connecting Measurement to Business Outcomes

Event Recaps December 9, 2025

Verizon’s Mike Fogley shared how the company transformed marketing effectiveness from reporting outputs to guiding strategic decisions, linking measurement to business outcomes and building trust with the C-suite.

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AI Helped These Brands Garner Tremendous Results

Pulse December 8, 2025

Many brands are now starting to utilize artificial intelligence (AI) more and more. Despite the fact that the technology isn’t new (though it has advanced significantly over the last few years), marketers can still be skeptical and/or uncertain how to leverage the technology. Below are campaigns that can provide inspiration and be a roadmap for using AI.

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ANA 2025 Marketing Words of the Year: Agentic AI and Authenticity

Leading Edge December 8, 2025

Since 2014, the ANA has surveyed our members to select the ANA Marketing Word of the Year. For the first time, the ANA Marketing Word of the Year is not one, but two distinct words. Agentic AI was the top vote-getter, and the very close runner-up was Authenticity.

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Alongside AI, You Need Authenticity

Leading Edge December 8, 2025

For the first time, the ANA Marketing Word of the Year is not one, but two words. When we began working on the initial list of words for members to vote on this year, the prevailing theme – as in recent years – was AI.

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2026 Ad Tech Forecast: Simplification, Context, and the Rise of Agentic AI

Leading Edge December 5, 2025

Brendan Norman, co-founder and CEO of Classify, discusses tech trends for 2026.

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Find and Keep Great Marketing Talent Using AI-Powered Resources

Webinar Rewinds December 5, 2025

In this webinar, gain insights into the evolving business of talent acquisition, workforce development, and human resources as AI is rapidly changing the professional ecosystem. Learn from industry experts about innovative hiring strategies, talent retention techniques, and emerging trends that are reshaping how organizations attract, develop, and nurture top talent.

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