Topic
Tag: Incrementality
2 stories
AI Is Reinforcing Big Tech’s Grip on Ad Growth
New Madison & Wall estimates show Google, Meta and Amazon captured 56% of US advertising revenue in 2025, as AI-driven buying accelerates.
DSP Bets on Search Intent Over Returns Hype in New Campaign
DSP Mutual Fund split its Multi Asset campaign by investor intent, using AI to sort 100+ search queries. Marketing head Abhik Sanyal on data…