Google this week lowered the minimum requirement to run MMM incrementality testing. What once might have cost marketers more than $100,000 for one experiment can now be done for $5,000, the company wrote in a post earlier this week.

The partnership with Equativ moves Mozilla further away from traditional ad models that rely on tracking users across the internet. There are other technologies to identify intent, and the companies plan to use them.

Reddit's "Interactive Ads" easily tie into conversations on the platform that may relieve some advertisers' and marketers' stress around zero-click searches, where engines provide answers rather than link those searching to websites.

Optimization isn't about choosing one Google platform - it's about using all types that serve different needs. YouTube now dominates Google with top-cited sources for ecommerce AI Overviews, appearing in 6.9% of ecommerce AI Overview citations, almost 3x more than any other non-brand domain, according to BrightEdge data.

Marketers are signaling that conversion and click rates are lower with AI-driven search engines, but some evidence shows this traffic may actually convert more effectively.

AI Overviews seem to significantly affect click-through rates for organic and paid search - but the impact varies based on query type and whether brands receive an AI citation, as shown by data collected from January through September.

Brands are experiencing the largest transfer of marketing power in a generation, because AI agents are taking control of purchase decisions, prioritizing objective, machine-readable data over emotional branding. This is likely why Nick Emery, CEO at Jellyfish, believes this holiday season will be the last where people make purchase decisions alone.

Tzahi Zilbershtein has been a tech pioneer in the integration of first-party data into Google Ads and establishing the foundation for forecasting a customer's future value, using machine learning and historical data.

When a conventional marketing-mix model proved too latent, the brand's ecommerce head Drew Schneier went agile and got real-time results.