Marketers cool on pricey AI visibility tools as uneven results raise doubts
AI visibility tools promised brands a new way to track and improve how they show up in generative search. Now, marketers are asking whether the price matches the payoff.
Why Creative Measurement Is Becoming Adtech’s Next M&A Battleground
Creative has long been treated as advertising’s hardest variable to quantify. That’s changing fast — and buyers across adtech are moving to own the tools that connect creative decisions to performance.