Decide where the paid click lands.
- 01
Staff for judgment as agents take the first draft
Staff for judgment as agents take the first draft, because review capacity, not output, now sets the pace.
Anthropic
- 02
Prepare for AI answers that pick ads from what they know
Prepare for AI answers that pick ads from what they know, because the buyer's context is becoming the targeting.
Search Engine Land
- 03
Judge the media mix as one portfolio, not channel by channel
Judge the media mix as one portfolio so a channel that lifts the others is not cut for looking weak alone.
Kantar
- 04
Test B2B video ads beside creators buyers already trust
Test B2B video ads beside creators buyers already trust, with suitability rules written before the first impression.
LinkedIn
- 05
Treat website accessibility as a program, not a widget
Treat website accessibility as a program, not a widget, because an add-on is not the fix and is not a defense.
EcomBack
Own the decisions the defaults would make.
The teams pulling ahead decide where their paid clicks land, staff for the judgment their AI agents need, plan for ads chosen by what assistants know, measure channels as one portfolio, buy creator video with rules in place, and build accessibility into the site instead of layering it on.
Decide Where The Paid Click Lands
Ad platforms are starting to keep the click for themselves, with hosted product pages and AI-built landing pages switched on by default. Decide which visits must reach your site before a default decides for you.
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