Advanced Advertising: Are Google’s AI Overview Ads Enough To Maintain Search Dominance?
Search has found a new buddy in generative AI.
It’s something I’ve noticed in my own online perusals and pursuits. It’s something that’s driven people to break their traditional search engine habits, and it’s even something many say provides better results.
So it was only a matter of time before the advertising money followed.
PwC’s 2024 US Responsible AI Survey
As we move well into the second year of generative AI’s (GenAI) broad emergence — which propelled AI to the top of corporate agendas — there’s no question it’s becoming integral to business. Companies slow to make AI an intrinsic part of their businesses may find themselves so far behind that it will be difficult to catch up.
Last-click attribution is an easy but flawed metric, and it’s limiting marketing. Just one in five (21.5%) marketers are confident last-click attribution is a reasonably accurate reflection of a platform’s long-term impacts on business, according to a new survey by EMARKETER in partnership with Snap. “It’s the devil marketers know,” said EMARKETER’s vice president of content Paul Verna.
Hearing in-house marketers and agencies describe the future, one wonders if they’re talking about the same industry. A significant share of in-house marketers say AI will invariably affect their agency relationships. In fact, 43% say AI will make their company less dependent on agencies — roughly 6x the rate of those who say they will be more dependent on agencies due to AI.
