Search Marketing Knowledge Center

Report: AI in Advertising Market Set to Grow to $14.1 Billion This Year

Marketing News July 6, 2026

The artificial intelligence advertising market is projected to reach $14.12 billion in 2026, up from $11.17 billion in 2025. A new ResearchAndMarkets.com report finds programmatic advertising and personalization are driving growth that could push the market to $36.34 billion by 2030.

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How AstraZeneca Turned Scope Data into Strategy

Event Recaps July 2, 2026

AstraZeneca manages more than 1,000 scopes of work annually and is using aggregated scope data to shift procurement from cost control to investment strategy. The approach could reshape how marketers and agencies collaborate on staffing, pricing, and asset decisions.

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How General Mills Rebuilt MarTech Procurement

Event Recaps July 2, 2026

General Mills is rebuilding its marketing technology procurement model around governance and capability — not cost-cutting. The approach may offer a replicable framework for marketers navigating fragmented vendor portfolios and constrained budgets.

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New Bain Report: Luxury Market Takes on New Meaning

Marketing News June 30, 2026

Global luxury spending hits $1.65 trillion U.S. dollars as artificial intelligence, secondhand shopping, and experiences reshape how consumers engage with the market. Brands may need to rethink relevance as meaning — not product — increasingly drives luxury purchasing decisions.

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How Marketing's Most Confident Leaders Make a Financial Impact

Leading Edge June 30, 2026

A new ANA and NewtonX report finds that 59 percent of senior B2B marketers can now measure and defend marketing's financial impact — up from 39 percent in 2025. A persistent "Vocabulary Gap" around pipeline, attribution, and effect may still be limiting how much finance is willing to trust marketing's numbers.

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Built for Breakthroughs: How In-House Media Brings Pfizer Closer to the Patient

Event Recaps June 25, 2026

At the 2026 ANA In-House Agency Conference, Joshua Palau, VP of performance media and enablement at Pfizer, outlined how an in-house media model enables faster decision-making, stronger alignment with business goals, and improved outcomes across the patient journey.

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How Georgia-Pacific Built an In-House Media Advantage

Event Recaps June 23, 2026

At the 2026 ANA In-House Agency Conference, Georgia-Pacific’s Javier Bustillos explained how the company built an in-house media capability that improved transparency, agility, efficiency, and business performance.

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How Prudential Finance Is Implementing AI While Maintaining Compliance

Event Recaps June 18, 2026

Prudential Financial's Jennifer Massicotte shows how embedding AI into each phase of the marketing lifecycle could turn compliance from a bottleneck into a competitive advantage. Her framework may offer a replicable model for marketers in regulated industries seeking speed without sacrificing governance.

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New WPP Forecast: Global Ad Revenue to Grow to $1.3 Trillion

Marketing News June 17, 2026

Global ad revenue is on pace to hit $1.3 trillion in 2026, according to a new WPP Media forecast — its highest share of GDP since 1999. Artificial intelligence (AI) investment and Asia-based advertiser expansion may be reshaping where and how growth is distributed across channels.

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Shifting Procurement's View of Marketing From 'Cost Center' to 'Business Investment'

Event Recaps June 16, 2026

Google's David Kaul challenges procurement and finance leaders to stop treating marketing as a cost center and start measuring it as a growth engine. His framework — spanning AI maturity, time horizon, and capital allocation — could reshape how organizations evaluate marketing's return.

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Building Efficient Reach: Solving the 'Glass Jar Problem' in TV and CTV

Event Recaps June 15, 2026

At the 2026 ANA Media Conference, Simulmedia's Jonathan Steuer introduced the "Glass Jar Problem" to explain why modern media strategies often fail to maximize reach. By breaking inventory into "rocks," "pebbles," and "sand," Steuer demonstrated how over-reliance on either tentpole programming or targeted CTV creates inefficiencies — and how a balanced mix anchored in underpriced linear inventory delivers more effective reach.

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An Agency CEO Calls for Marketers and Partners to Focus on Consumer Connection

Event Recaps June 13, 2026

Andrew Graff, CEO of Allen & Gerritsen, argues that brands are too focused on deliverables and not enough on consumer connection. His "life share" framework may reshape how agencies and marketers measure relevance and drive growth.

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Most Attribution Is Theater (And Your CFO Knows It)

Leading Edge June 12, 2026

Sophisticated attribution hasn't earned executive trust. This essay argues marketers must shift from perfect models to credible frameworks that connect brand signals to business outcomes leaders believe.

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Study: Experiential Marketing Attracts Growing Investment

Marketing News June 11, 2026

Global spending on experiential marketing reached $138.94 billion in 2025, an 8.3 percent increase, as brands chase undivided consumer attention in live settings. Major events like the Winter Olympics and FIFA World Cup could push growth to 10.3 percent in 2026.

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A Holding Company CFO Gives Her Take on Evolving Client-Agency Relationship Models

Event Recaps June 10, 2026

WPP Deputy CFO Diane Holland argues the traditional agency model is no longer sufficient as artificial intelligence (AI) and data reshape client expectations. Her keynote at the ANA Advertising Financial Management Conference suggests blended compensation models and outcome-based thinking may define the next era of client-agency relationships.

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New Research Reveals a Stunning Gap Between Influencer Investment and Campaign Measurement

Event Recaps June 9, 2026

Influencer marketing is scaling fast, but agency compensation models are struggling to keep pace. A first-ever ANA study reveals that half of marketers lack full visibility into how their influencer budgets are allocated — a gap that may undermine performance and negotiating leverage.

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Marketers Deconstruct Their Technology Stack

Trends and Technology June 8, 2026

Agentic artificial intelligence is forcing marketers to dismantle long-held assumptions about how their technology stacks work. Brands like HubSpot, Asana, and Adobe are redesigning workflows in real time — and the organizational stakes could not be higher.

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Why Scope Management Success Starts Long Before Go-Live

Partner Content June 4, 2026

Fragmented SOW processes slow automation efforts across large advertisers. Drawing on Regeneron VP Sabrina Traskos' experience, this analysis explains why scope management success may depend more on organizational readiness than software selection.

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New ANA Report: Widening Gap in Programmatic Advertising Spending

Marketing News June 2, 2026

A widening 21.9-point gap now separates top and lower programmatic performers, with higher-performing advertisers converting 54 percent of spending into qualified impressions. The ANA's Q1 2026 "Programmatic Transparency Benchmark" suggests quality governance — not cost — may be the defining factor in programmatic efficiency.

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