Nobody beats a path to your door.
- 01
Decide today whether your ad clicks should still reach your website
Decide where your ad clicks land before Meta decides for you, because the default flips on live ads tomorrow, a month before Black Friday.
PPC Land
- 02
Answer the buyer's last question on the page where she asks it
Put the answers on the page, because nearly half of frequent shoppers say they have walked away ready to buy when one question went unanswered.
PR Newswire
- 03
Treat your reviews as ad copy you can no longer edit
Manage reputation as part of paid media, because Google is now writing customer reviews into Search ads in words the advertiser cannot change.
Search Engine Land
- 04
Read the new ad terms before they decide who reads your website
Review the terms with counsel before November 20, because accepting them lets Meta collect content from your website for its own products.
The Verge
- 05
Expect retail ad networks to come after budgets you already spend
Demand proof of incremental sales from retail media sellers, because their growth will soon have to come out of budgets you already spend elsewhere.
EMARKETER
- 06
Write AI contracts for a frontier that keeps getting cheaper
Keep AI service contracts short and price-flexible, because a model near the top of the independent rankings is about to be released for anyone to run.
Artificial Analysis
- 07
Rebuild the entry-level rung before automation removes it
Redesign junior roles around judgment, because hiring into AI-exposed entry-level jobs has now contracted for three straight years.
ADP Research
The platforms are moving the door.
The platforms keep taking more of the journey for themselves: writing your reviews into their ads, opening product pages inside their apps, and collecting content from your website for their own products. The teams pulling ahead treat their own pages, answers and reputation as the part of the road no landlord can reprice.
Nobody Beats a Path to Your Door
The oldest myth in business says a better product sells itself. The fastest-growing product of the decade just published its accounts, and its spending on reaching customers grew about twenty-six times while revenue grew about fourteen.
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