THE RISE OF AI AND AUTOMATION
Generative AI now powers ad creation, from headlines to visuals and video, enabling ultra‑personalization at scale. Platforms like Google Ads introduced tools like Performance Max that automate targeting, bidding, and creative using first-party data. Agencies have shifted from creative-first to data-led models with AI doing much of the heavy lifting.
UGC and creator content have shifted from organic hacks to core paid media tactics. Short-form video is now a dominant ad format across TikTok, Instagram, YouTube Shorts, and Reels. Brands rely on creator partnerships for authenticity, scale, and engagement, especially in Gen Z segments.
Attribution is evolving as brands use incrementality testing, multi-touch modeling, and media mix models to track ROI. Platform conversions are increasingly siloed, making closed-loop measurement and API integrations essential. Vanity metrics are out. Business outcomes are in.
CTV ad spend is surging with Netflix, Amazon Prime, Hulu, and YouTube leading the way. Dynamic creative insertion, household targeting, and digital attribution make CTV a hybrid of traditional and programmatic. Short-form content + long-form story = full-funnel video strategies.
The last five years have been about speed, complexity, and consolidation. Modern media solutions are:
If you’re still thinking in silos like search, social, and display… you’re already behind.