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When attribution, incrementality and MMM disagree, teams freeze. Growth comes from acting with confidence, stacking small gains and validating impact in the P&L. The post If your measurement strategy delays decisions, it’s broken appeared first on MarTech.

Is there a world where marketers move past silos to become ‘engagement architects,’ shifting from manual tasks to true orchestration? The post SAP evolves Emarsys into a full-blown engagement cloud appeared first on MarTech.

Google’s Scenario Planner gives you a no-code way to turn Marketing Mix Model insights into budget and ROI decisions. The post Google launches no-code Scenario Planner built on Meridian MMM appeared first on MarTech.

For most of the last decade, performance marketing was rewarded for momentum. Spend efficiently. Scale quickly.  Optimize continuously. If the line went up and to the right, few questions followed. But that era is ending, because performance without accountability is no longer credible. Performance is being redefined as not only the ability to generate outcomes […] The post The End of ‘Good Enough’ Data: Advertising’s Shift Toward Defensible Performance appeared first on AdExchanger.

Upstream, a supply-side company that until today was called TheViewPoint, introduced a platform that automates direct TV and streaming ad sales. The platform launch and company rebrand strive to highlight the role of TV and streaming as an upper-funnel awareness channel. The post CTV Should Be Automated – But It Doesn’t Need To Be Programmatic appeared first on AdExchanger.

I’ve been thinking a lot about the RFI issued by US Immigration and Customs Enforcement in late January. ICE asked data providers and tech vendors to share information on how their tools and services could be used to “directly support investigations.” The RFI spelled it out: “The Government is seeking to understand the current state […] The post Ad Tech Says It’s Not In The Surveillance Business. Now Is The Time To Prove It appeared first on AdExchanger.

The UK drove nearly 10% of revenue.

Dentsu's corporate shake-up and appointment of a new chief executive follows record $2bn (£1.5bn) annual loss.

Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.

She previously worked at Droga5 London for more than six years.

He spent almost a decade at the social media agency.

As YouTube's role in the TV ecosystem continues to fuel industry debate, reseach from Barb has found that YouTube viewing on TV sets is rising sharply across all age groups. According to the UK TV measurement body's 'What People Watched in 2025' report, 50 percent of children (aged 4-15) now watch the video streaming service Read More

US agency holding group Omnicom has reported its full year earnings for 2025, its first set of financial results since completing its acquisition of rival agency outfit Interpublic Group. Since it's still very early days, and Omnicom only owned IPG's businesses for the final month of the year, the numbers don't yet give a full Read More

Bedrock Platform today (19th February, 2026) announced the successful close of its seed extension funding round, led by London-based First Party Capital, with NY-based Aperiam Ventures joining as a co-investor. The round brings additional strategic capital and deep ad tech [...] The post Bedrock Platform Closes Seed Extension Round Led by FirstPartyCapital, with Aperiam Ventures Joining as Co-Investor appeared first on ExchangeWire.com.

In today’s Digest, we discuss Perplexity stopping ads to protect AI trust, Havas posting APAC gains in a ‘transformative’ year, and Nvidia landing a multibillion-dollar deal with Meta. The post Digest: Perplexity Abandons Ads to Protect Trust in AI; Havas Posts Gains in ‘Transformative’ Year; Nvidia Lands Multibillion-Dollar Meta Deal  appeared first on ExchangeWire.com.

We sat down with to Clinch CEO and co-founder Oz Etzioni to discuss the impact of AI on advertising workflows… The post “AI didn’t create the cracks in the system, it exposed them”: Q&A with Oz Etzioni, Clinch appeared first on ExchangeWire.com.

59A has been operating in the USA for 3 years but Jon and Danny will now provide in market support to deliver its custom algorithm service for more USA clients. Commenting on his appointment, Nash said: "I’m honoured to step into [...] The post Jon Nash & Danny Moggs Join UK Ad Tech Firm 59A to Drive North American Expansion appeared first on ExchangeWire.com.

In a category where brand loyalty is often built on emotion as much as efficacy, EQ Dry found a way to connect deeply with modern parents — through empathy, storytelling, and attention-driven media. Partnering with Teads, the global media platform, [...] The post EQ Dry & Teads Redefine Diaper Marketing with a Campaign That Wins Hearts & Attention appeared first on ExchangeWire.com.

Axeptio, plateforme de gestion du consentement (CMP) internationale, accompagne MM Creative Agency, agence digitale basée aux Pays-Bas, dans l’optimisation de la collecte de consentement pour ses clients.  Pour répondre aux enjeux de privacy de ses clients sans alourdir leurs parcours digitaux, [...] The post MM Creative Agency optimise la gestion du consentement de ses clients aux Pays-Bas avec Axeptio appeared first on ExchangeWire.com.

Seedance 2.0 signals growing intellectual property risks for brands, WPP unveils a framework for helping advertisers choose their AI partners and more.

Ad Age’s top 5 AI marketing activations to know right now, including Paris Hilton in a Carl’s Jr. spot and ByteDance's Seedance.

Wendy’s quarter zip campaign shows how instinct and authentic connection to Black culture can drive viral social media success and elevate brand relevance.

Campaign finds out whether marketers and agency leaders agree with Lloyds CMO, Suresh Balaji, that it "doesn’t matter which team agencies sit in".

Publishers are seeing an opportunity to sell their AI citation playbooks as a product to brand clients, to monetize their GEO insights.