Most advertisers today still approach creative with a one-size-fits-all mentality. They produce a flat stack of assets—product demonstrations, testimonials, value propositions—and push them through ...

As AI agents increasingly act on behalf of buyers, marketers must shift from persuasion to visibility, structuring content, ...

In practical terms, Epic challenged Apple’s right to force developers into using its in-app payment system, opening the door ...

Before a potential customer buys your product, they have to go through a journey that includes becoming aware of your business, learning about your products, and deciding to buy one from you. This ...

A strategic look at allocating paid media budgets across the funnel, with evidence-backed models and practical guidance for ...

A sales funnel, also known as a purchase funnel, is a model that illustrates the theoretical customer journey toward the purchase of a product or service. This concept is called a funnel because it ...