Topic
Every post on the Index about marketing budgets.
Joel argues that CMOs who rely only on traditional search ads risk losing budget to CTV and Apple Maps advertising. Joel says CTV reached an untapped demographic that search could not, and that historical ROI figures no longer justify the assumption.
By Joel Breen
Todd argues that eMarketer's projection of Meta passing Google in ad revenue reflects a real market shift driven by AI personalization. Marketers should align their ad budgets with AI advances, and Todd's company is retooling its platform accordingly.
By Todd Kirk
Joel argues that intuition doesn't scale and AI can forecast revenue and guide spend, but prediction alone isn't enough. Without creative strategy behind it, AI-driven marketing amplifies mediocrity, so brands should blend data with creativity.
By Joel Breen