As OpenAI tries to control its future in a precarious balancing act by managing a high-stakes evolution, company engineers are slamming down on the technological gas pedal.

Advertisers' pay-for-performance models and attention metrics are based on measurable outcomes. At Cannes Lions, announcements from the biggest companies fuel big dreams on how creative experiences can supplement advertising.

The Yahoo "Agent Network" is an open framework that connects advertisers with AI-powered agents from 23 tech partners to automate audience targeting, creative development and campaign measurement.

Microsoft announced key updates Wednesday that support brands as the company moves more fully into AI and agentic services across its network and the web.

When chatbots become the preferred, trusted news source for readers, they also will become the ad source for media buyers.

As AI platforms move from search and discovery into more agentic shopping environments, consumers are ready to make trade-offs, such as the acceptance of advertising in exchange for free AI services.

People are asking longer, more detailed questions in generative AI search as they seek information on the World Cup and the NBA, Taboola data shows.

Organic impressions - not paid media ad impressions - have become the currency for brand citations that serve up in AI-based engines, as recommendations have become the first "impression" a brand makes with a consumer. But can that first impression be measured and attributed in a similar way?

Understanding where a brand appears, and why, has become essential as AI and agentic services reshape search. Brand and company citations have become increasingly important in ChatGPT and Google AI Overviews.

Financial investments in performance advertising are rising as AI-driven marketing methods lead to measurable gains in customer acquisition, incremental sales and retail traffic. The latest data from the Winterberry Group explains why.