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Television has dominated the advertising market for the better part of 75 years, despite an explosion in channels and an entire makeover of the media landscape. Despite advances in targeting through CTV, we know consumers will skip ads when it’s possible. As a result, TV advertisers are seeing ROAS go down and fewer opportunities to […]

There was a time when we hung our hats on the number of B2B leads we could generate in a day. Those were the days of high volume and high hopes — where a little bit of budget could guarantee a steady stream of leads handed off to the sales team. The premise was a

Microsoft is introducing AI Max for Search campaigns, which expands query matching and personalizes ad delivery across Copilot and Bing. It is also rolling out updates designed to help advertisers stay visible as AI agents take on a larger role in discovery and transactions. The changes span measurement, commerce, and media, and they point in

We’re all flooded with AI tools and features. Every week, there’s a new platform promising better personalization, faster content, smarter targeting, or fully autonomous execution. Marketing is leading the charge by testing, piloting, and purchasing faster than any other function. But there’s a huge gap between buying AI and operationalizing it. According to Salesforce’s latest

AI has quickly become the most overconfident line item in the modern marketing roadmap. Budgets are shifting. Teams are being restructured. Vendors are being evaluated almost exclusively through the lens of how “AI-powered” they appear. There is a growing assumption that once the right models are in place, performance will follow. Better targeting. Smarter segmentation.

In MarTech’s “MarTechBot explains it all” feature, we pose a marketing question to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Question: What are the three most critical KPIs a Marketing Ops leader should report to the CMO to prove their department is a

Most B2B organizations are running on a broken feedback loop.  Marketing generates leads based on engagement signals.  Demand gen qualifies them against criteria that often diverge from what sales actually needs.  Sales closes (or doesn’t) with little visibility into what marketing did to get a prospect to the table.  When a deal is lost, those

Adobe is replacing its Experience Cloud umbrella with a new flagship offering called Adobe CX Enterprise— an AI-first platform that merges creative and marketing capabilities under a single, agent-based architecture. The company plans to unveil CX Enterprise and more than a dozen related product announcements at Adobe Summit 2026, its annual marketer-focused event running April

Marketing teams spend a lot of time optimizing for performance. What’s the right CPA? What’s the right ROAS target? How much should we spend? Those questions feel practical. They’re measurable. They give teams something concrete to anchor to. But they miss the real decision. Budgets often start as a fixed amount of spend to optimize.

\ You’re about to launch a campaign. The creative is done, the emails are built and everything is scheduled. Now you’re ready to pull the list. You give it a scan and notice all the data hygiene issues. The name field is full of inconsistencies like “Hi JOHN” or “Hi ,Mary (Mary Jane).” Or you