Guy Philosoph

While the use of #AI in digital #advertising is not new, advances in #GenAI are creating new efficiencies and creative capabilities across the campaign lifecycle. But while the tech is evolving fast, legal clarity and #governance frameworks are still catching up. That’s why IAB created the AI #Governance and #Risk Management #Playbook — a practical guide for the digital advertising industry to promote responsible and effective #AI adoption. ➡️ https://okt.to/vLJwMC

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"𝐎𝐧𝐞 𝐟𝐨𝐨𝐭 𝐨𝐧 𝐭𝐡𝐞 𝐝𝐨𝐜𝐤, 𝐨𝐧𝐞 𝐟𝐨𝐨𝐭 𝐨𝐧 𝐭𝐡𝐞 𝐟𝐞𝐫𝐫𝐲 𝐚𝐬 𝐢𝐭 𝐩𝐮𝐥𝐥𝐬 𝐚𝐰𝐚𝐲" That's how Scott Brinker describes the challenge facing marketers today as AI fundamentally reshapes our industry. After mapping the martech landscape from a few hundred tools to over 15,000, Brinker has seen it all. But he's clear: "𝘛𝘩𝘪𝘴 𝘪𝘴 𝘢𝘣𝘴𝘰𝘭𝘶𝘵𝘦𝘭𝘺 𝘵𝘩𝘦 𝘣𝘪𝘨𝘨𝘦𝘴𝘵 𝘸𝘢𝘷𝘦 𝘢𝘯𝘺 𝘰𝘧 𝘶𝘴 𝘸𝘪𝘭𝘭 𝘩𝘢𝘷𝘦 𝘴𝘦𝘦𝘯 𝘪𝘯 𝘰𝘶𝘳 𝘤𝘢𝘳𝘦𝘦𝘳𝘴." 𝐓𝐡𝐞 𝐑𝐞𝐚𝐥𝐢𝐭𝐲 𝐂𝐡𝐞𝐜𝐤 𝐖𝐞 𝐀𝐥𝐥 𝐍𝐞𝐞𝐝 While we've been waiting for martech consolidation, the opposite happened. AI hasn't simplified our stack – it's created new complexity. But here's what's different: for the first time, technology is becoming easier to use even as it gets more powerful. 𝐓𝐡𝐞 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞? 𝐖𝐡𝐚𝐭 𝐁𝐫𝐢𝐧𝐤𝐞𝐫 𝐜𝐚𝐥𝐥𝐬 "𝐌𝐚𝐫𝐭𝐞𝐜𝐡'𝐬 𝐋𝐚𝐰": 📈 Technology changes exponentially 📉 Businesses change logarithmically Sound familiar? That growing gap between what's possible and what we can actually implement is hitting every marketing team right now. 𝐖𝐡𝐚𝐭'𝐬 𝐀𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐖𝐨𝐫𝐤𝐢𝐧𝐠 The early wins aren't flashy, but they're real: ✅ 𝐁2𝐁 𝐡𝐚𝐧𝐝𝐨𝐟𝐟𝐬: AI agents prep sales materials, research leads, and create personalised outreach the moment leads qualify ✅ 𝐎𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐭𝐚𝐬𝐤𝐬: Cold email sequences, ROI calculators, and research briefs that nobody had time for before ✅ 𝐔𝐧𝐢𝐯𝐞𝐫𝐬𝐚𝐥 𝐝𝐚𝐭𝐚 𝐥𝐚𝐲𝐞𝐫𝐬: Finally breaking down silos between marketing, sales, and service 𝐓𝐡𝐞 𝐭𝐫𝐮𝐭𝐡 𝐚𝐛𝐨𝐮𝐭 𝐩𝐫𝐢𝐜𝐢𝐧𝐠... Get ready for a fundamental shift. The predictable seat-based pricing we've relied on? It's giving way to consumption and outcome-based models. We'll need to forecast AI usage like IT teams forecast cloud costs. The maths isn't hard, but the mindset shift is significant. 𝐌𝐲 𝐐𝐮𝐞𝐬𝐭𝐢𝐨𝐧 𝐟𝐨𝐫 𝐘𝐨𝐮 Where are you feeling that "ferry pulling away" tension most acutely? Is it the gap between AI capabilities and your team's ability to implement them? Budget pressures from new pricing models? Or something else entirely? The opportunity is massive, but so is the risk of being left behind. The good news? You don't need to transform everything at once. Start small, align cross-functionally, and begin building the governance frameworks you'll need. Scott Brinker, Editor-in-Chief of chiefmartec and VP Platform Ecosystem at HubSpot. Andrew Birmingham 🕵️‍♂️ at Mi3Australia https://lnkd.in/gptJk3Vs #MarTech #AgenticAI #MarketingStrategy #DigitalTransformation #MarketingOps #AI #MarketingLeadership

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GenAI and Agentic AI will be huge everywhere, and the partner ecosystem is no exception. Hat tips to Jay McBain, Lisa L., and Omdia for this research! Two things that jumped out: * From cloud marketplaces to agent ecosystems, every touchpoint across the industry is being recalibrated. For partners, this means moving beyond project-by-project delivery and into repeatable IP, agent development frameworks, and hyper-specialized vertical capabilities with new, value-based packaging and services. * Agentic AI is evolving as a partner-delivered service; the partners that lean in will capture long-term relevance and value, and those that wait risk marginalization in an increasingly agent-driven market. The $267 billion services opportunity is growing at 35.3% CAGR, making it one of the largest partner opportunities in the next 3-5 years. #InfluenceOrchestration

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https://lnkd.in/eje388aF Outcome-based measurement sounds simple—but it requires a fundamental shift in how you operate.   What I’m most proud of isn’t the framework itself, it’s the teams behind it.   Our Research and Sales leaders at A+E Global Media consistently challenge us to stay focused on what actually drives our clients’ businesses—whether that’s store visits, conversions, or ticket sales. That kind of discipline, flexibility, and partnership mindset is what makes outcome guarantees real.   Grateful to work alongside such strong leaders, including Roseann Montenes Erica Barnes and Dominic Luongo Aliza Wechsler Sajjad Ahmed who push this forward every day.   And thank you to the team at iSpot for capturing the story and being a partner who can keep up with where the industry is going Stuart Schwartzapfel

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Personalization isn’t about channels or platforms. It’s about giving customers what they actually want. In this episode of Here’s the Deal, Daniella Harkins shares the marketer’s checklist for data activation, from unifying your data to optimizing campaigns in real time.

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Great perspective from Matt Wasserlauf. As AI continues to scale media buying, transparency becomes even more critical. The more automated the ecosystem gets, the more marketers need confidence in where media runs, how audiences are defined, and whether impressions are actually reaching real people. That’s exactly why Blockboard, which combines AI with blockchain verifiable delivery, has set the standard for the next chapter of digital advertising. Blockboard verifies by default.

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