Plan next year's ads for prices that keep rising.
- 01
Put your proof where buyers check the AI's answer
Put your proof where buyers check the AI's answer, because the recommendation only starts the decision.
Modern Retail
- 02
Brief media, customer data, and creators as one job
Brief media, customer data, and creators as one job, so partners are measured on the customer, not on their channel.
Business Wire (The Coca-Cola Company)
- 03
Plan for an economy leaning on business investment
Plan for an economy leaning on business investment, because households feel squeezed even as growth continues.
The Conference Board (PR Newswire)
- 04
Own the moment when the big ad slots are sold out
Own the moment when the big ad slots are sold out, by joining it through partners, creators, and timing.
Digiday
- 05
Check who the bots reading your website really are
Check who the bots reading your website really are, because many claim names they do not own.
Plan on what you control.
The teams pulling ahead are planning around what they control: the cost of a customer they can afford, the proof buyers check after an AI answer, one brief across partners, offers built for squeezed households, ways into a moment when the slots are sold out, and a clear rule for which bots may read the site.
Plan Next Year's Ads For Prices That Keep Rising
The largest social ad seller just reported that the price of each ad it shows rose 23% in the US and Canada in a year, while the number of ads grew 8%. Plan next year on the cost of a result you can afford, not on last year's reach.
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