Publisher ad networks in 2025 distribute revenue between platforms and publishers using splits that vary significantly by network type, traffic quality, and content category. Google AdSense typically pays publishers around 68% of revenue on display inventory, while programmatic open exchange rates and header bidding setups often shift that balance further. The headline percentage matters less…
B2B marketing statistics are most useful when they challenge assumptions rather than confirm them. The numbers that matter most in 2025 are not the ones that tell you email still works or that LinkedIn drives leads. They are the ones that reveal where B2B marketing investment is misallocated, where buyers are being ignored, and why…
Ad agency new business development is the discipline of systematically identifying, pursuing, and converting prospective clients into paying ones. Done well, it combines positioning, outreach, relationship-building, and pitch craft into a repeatable commercial process. Done poorly, it is a series of reactive scrambles that consume time, drain morale, and rarely produce the clients you actually…
Shock advertising uses deliberately provocative, disturbing, or taboo content to force attention and create memory. At its best, it cuts through a saturated media environment and attaches a brand to a conversation people are already having. At its worst, it generates outrage without meaning, alienates the audience it was trying to reach, and leaves a…
Creator marketing ad compliance means following the legal and platform rules that govern how paid partnerships, gifted products, and sponsored content must be disclosed to audiences. In most major markets, including the US, UK, EU, and Australia, regulators require that any material connection between a brand and a creator be clearly and prominently disclosed, regardless…
Brand positioning is the deliberate choice of where your brand occupies space in the minds of the customers you want most. It is not a tagline, a mood board, or a mission statement. It is a strategic decision about which customers to prioritise, what to mean to them, and why they should choose you over…
Brand visibility in AI overviews refers to how often and how prominently your brand appears in the generated summaries that tools like Google’s AI Overviews, ChatGPT, and Perplexity produce when someone asks a question. Unlike traditional search rankings, AI visibility is not about holding a position on a results page. It is about whether the…
A demand generation plan is a structured approach to creating awareness, building interest, and moving potential buyers toward a purchase decision across the full funnel. It goes beyond lead capture and paid retargeting to address the harder question: how do you reach people who have not yet decided they need what you sell? Most plans…
Generative AI is reshaping brand visibility in a way that most marketers haven’t fully accounted for yet. When AI-powered tools answer questions directly, summarise sources, and surface recommendations without sending users to a website, the traditional search funnel changes shape. Brands that rank well on Google are not automatically the brands that appear in AI-generated…
PayPal’s 2024 rebrand was one of the more scrutinised identity refreshes in recent memory. A new logo, a refined visual system, and a repositioning effort aimed at signalling that PayPal is more than a checkout button. Whether it worked depends entirely on what you think a rebrand is supposed to do, and that question is…
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