OpenAI’s move into advertising raises a bigger question for marketers than whether ads will work: whether AI search represents an incremental audience, or just a new way to speak to the same audience?

When it comes to developing highly effective marketing, WARC is the most trusted source of insight and inspiration for world leading brands, agencies, media owners and academic institutions. With our ...

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing ...