Programmatic failed to live up to its promise to be faster, smarter, and better, says Tim Frankcom of Epsilon. Retail media must take note if it’s to meet its full potential.
Programmatic’s promise to simplify processes, minimize ad-spend waste, offer transparency into the locations where ads run, and bring benefits for all parties is still not being delivered. So, if we want retail media to capitalize on its full potential, we must learn from programmatic’s development.
Complexity, a lack of standards, measurement challenges, and platform interoperability all affected programmatic’s development and adoption. Now, as retail media emerges as the new engine of digital advertising, powering performance well beyond retailer ecosystems, we must address these issues early to avoid repeating past mistakes and build something better.
So, what lessons can we take from the rise of programmatic?
First-party gold
While arguing the value of learning from the past to avoid future mistakes, it’s ironic that Google’s decision to abandon its phasing out of third-party cookies seems to fly in the face of this. Precision has always been a fundamental part of programmatic, but its mainstay – cookies – were never built for today’s reality and fail to reflect the complexities of digital advertising. That’s why retail media must focus on adopting alternative future-facing solutions that have been tested and introduced over recent years, rather than fall back on a reliance on third-party cookies.
With their wealth of first-party data, retailers have the gold standard for accuracy and personalization. And while they must develop their retail media offering around this, they must also ensure they remain in charge of their own destinies. With programmatic, this loss of control saw publishers fail to benefit fully from the technology’s arrival.
With all the challenges around reach, match rates, data interoperability, transparency, measurement, and privacy, embracing universal identifiers is essential. Yes, retailers have the crucial first-party data, but adopting IDs allows them to introduce identity-based off-site retail media. While onsite may be the initial focus for retail media, networks are quickly realizing that to deliver more personalization, scale, and ROI, they must reach the right audiences off-site.
Smarter media
Identity-based off-site strategies enable brands to connect with real people wherever they are online. By leveraging first-party data, marketers can match ads to individuals with a high degree of accuracy, ensuring that campaigns reach the intended audience across social, display, and video. This one-to-one approach results in more relevant ads, higher engagement, and improved conversion rates.
For so long, programmatic delivered what was best for the technology rather than the advertiser’s best interests. Now the tide is turning, with granular, product-level insights unlocking more ways for brands to assess ROI and optimize spend. We’re seeing retail media networks increasingly reporting on incrementality to prove sales uplift, showing how campaigns are creating business value and that marketing is having an impact.
However, measurement can’t be one-dimensional; it must reflect all elements an advertiser needs. In the retail environment, there can be an array of objectives that programmatic has not traditionally catered for. For example, a campaign may focus on driving in-store footfall or encouraging people to try a new range, and metrics must be built around these goals.
And when it comes to effective measurement, this calls for standards.
Unlock potential
A major lesson from programmatic’s development is that without standards, you have inefficiency, inconsistency, and complexity. All this creates an environment that’s difficult to navigate and stifles potential.
With each retail media network developing its own processes and approaches, this has implications for adoption and investment. While the channel is undoubtedly seeing tremendous growth, a lack of standards and the fragmentation this brings is deterring nearly 60% of buyers from moving budgets into this area.
That’s why the industry must come together to promote and support new standards that offer the consistency and scale needed for growth, while continuing to enable breadth and complexity.
Developing standards also encourages collaboration, which helps overcome friction associated with new technologies coming to market. Yes, partnership choice is essential, but siloed and fragmented approaches hinder evolution and adoption. Ensuring new platforms and channels can connect and drive the interoperability critical in today’s omnichannel environment is a must. Delivering this will instill confidence in retail media, allowing it to flourish.
Ask questions
When programmatic first exploded onto the scene, there were no rules or guidelines, and few experts. Indeed, in the early stages, there was real ignorance. However, not wanting to come across as uninformed or perhaps blinded by the technology and jargon meant not enough questions were asked, and due diligence was not thoroughly carried out. This was often to the detriment of businesses that invested in technologies that failed to deliver what they needed or soon became redundant.
Now there should be no excuse. People should be confident enough to ask the key questions, so they are informed. Can they deliver the metrics you want? Can they marry online and offline sales? Is their view of identity truly deterministic, or are they just stitching together loose digital IDs? How is attribution defined? Can you understand what’s happening at a SKU level? Can they show you how transparent reporting is?
With over 200 global retail media networks, each with its own usage frameworks, it’s critical to get what you need. And that can only be achieved by asking questions and clarifying.
While faster, smarter, and better may have been the mantra for programmatic, the challenges of implementing it must be recognized and addressed at the outset for retail media. Every emerging approach in digital advertising has its intricacies. However, learning the lessons from programmatic’s past will help minimize issues, speed up adoption, and allow it to reach its full potential quicker.
Business Insider will lay off one in five employees and go “all-in on AI,” CEO Barbara Peng told staff on Thursday.
In a memo first reported by New York Times media reporter Ben Mullin, Peng announced that 21% of staff will lose their jobs as Business Insider moves to reduce its reliance on “traffic-sensitive” parts of the business. While some news publishers haven’t seen a drop in referral traffic amid the rise of Google AI Overviews and ChatGPT queries, others — including many small- and medium-sized sites — report their traffic has fallen off considerably.
“The media industry is at a crossroads. Business models are under pressure, distribution is unstable, and competition for attention is fiercer than ever,” Peng wrote. “At the same time, there’s a huge opportunity for companies who harness AI first. Our strategy is strong, but we don’t have the luxury of time. The pace of change combined with the opportunity ahead demands bold, focused action — and it’s our chance to lead the pack.”
The layoffs will touch “every department” of the media company, Peng said. In response, the Insider Union, which represents more than 250 editorial staffers, released a statement calling the layoffs a “brazen pivot away from journalism toward greed.”
“Our position as a union is that no AI tool or technology should – or can – take the place of human beings,” Insider Union said in the statement.
In its news coverage, Business Insider will scale back on “categories that once performed well on other platforms but no longer drive meaningful readership or aren’t areas where we can lead,” Peng said. That includes scrapping the majority of its e-commerce business “given its reliance on search.” The news organization, which was purchased by Axel Springer in 2015, will launch a new “live journalism” events business called BI Live.
“We’re at the start of a major shift in how people find and consume information, which is driving ongoing volatility in traffic and distribution for all publishers,” Peng wrote in the memo. “The impact on our industry has been profound, with many publications shuttering in recent years.”
Though each visit to Business Insider generates twice as much revenue as it did two years ago, 70% of the news site’s business “has some degree of traffic sensitivity,” according to Peng.
“We must be structured to endure extreme traffic drops outside of our control,” she wrote, “so we’re reducing our overall company to a size where we can absorb that volatility.”
Business Insider averages 100 million global monthly uniques and has 1.5 million newsletter subscribers, according to its media kit. The site has an AI-powered paywall and sells subscriptions for $13/month or $150/year but hasnot made recent subscription numbers public. It reported 330,000 paid subscribers in November 2023.
Nieman Lab staff writer Andrew Deck recently reported that Business Insider is tracking and incentivizing employee AI usage. In her memo today, Peng reiterated to staff that Business Insider is going “all-in on AI.” Peng also underlined the goal to have every employee using Enterprise ChatGPT regularly.
Today we’re making significant organizational changes that are part of the strategy we set in motion a year and a half ago: to be the essential source of business, tech, and innovation journalism for an audience determined to succeed and unafraid to challenge convention to do it.
Since returning to our roots as Business Insider, we’ve been building toward something new. This kind of transformation takes time — and it requires tough decisions along the way.
What happens today
We are reducing the size of our organization, a move that will impact about 21% of our colleagues and touch every department.
This will be a difficult day, and our first priority is to provide clarity and support to those colleagues whose roles are being eliminated.
If your role is impacted, you will receive an email from the People & Culture team in the next 15 minutes. The email will include details for a meeting today in which a member of our P&C team will walk you through next steps and answer any questions. You will only receive an email if your role is affected.
We’re also proposing changes that impact our UK team, but the process is a bit different there; separate communication will follow from Claire Shelton.
While today’s changes are what we must do to build the most enduring Business Insider, it doesn’t make them any easier. We are fortunate to have built a company filled with thoughtful, kind, and creative people around the world, and we deeply appreciate the positive impact they have made within the company and on our readers, clients, and partners.
The changes we’re making today and why
Eighteen months ago we announced our new strategy: We went back to Business Insider and focused on delivering best-in-class business, tech, and innovation journalism to a smart, specific audience. That kicked off the beginning of our transformation from Insider — with its broad approach and appeal — to a more focused Business Insider.
Since Jamie Heller joined as EIC at the end of last year, we’ve made great progress — we’ve sharpened our standards and are shifting towards more reporting that is authoritative and matters deeply to the people who read it. We’ve doubled the amount of original reporting we publish and have substantially increased engagement in the past months.
This is a new Business Insider. It’s more focused. It’s intentional. And it’s working.
More broadly though, the media industry is at a crossroads. Business models are under pressure, distribution is unstable, and competition for attention is fiercer than ever. At the same time, there’s a huge opportunity for companies who harness AI first. Our strategy is strong, but we don’t have the luxury of time. The pace of change combined with the opportunity ahead demands bold, focused action — and it’s our chance to lead the pack.
Here’s what’s changing today:
1. We’re aligning our coverage to match our strategic focus.
We’re focusing where we can deliver unique, lasting value and serve our audience in ways only Business Insider can.
As Insider, we cast a wide net, covering a broad range of topics. Some of those still align with our strategy — stories that spotlight the smart moves (and mistakes!) people make as they actually experience the world.
At the same time, we’re scaling back on categories that once performed well on other platforms but no longer drive meaningful readership or aren’t areas where we can lead.
Our most loyal readers subscribe, engage, and consistently return for specific coverage — and we’re doubling down on those areas with expanded reporting and key hires.
2. We’re launching events and reducing our reliance on traffic-sensitive businesses.
We’re at the start of a major shift in how people find and consume information, which is driving ongoing volatility in traffic and distribution for all publishers. The impact on our industry has been profound, with many publications shuttering in recent years.
Our business is diversified, which has helped insulate us. We’ve also significantly improved how we monetize traffic — each visit to our site now generates twice as much revenue as it did just two years ago.
Still, 70% of our business has some degree of traffic sensitivity. We must be structured to endure extreme traffic drops outside of our control, so we’re reducing our overall company to a size where we can absorb that volatility.
We’re also exiting the majority of our Commerce business, given its reliance on search, and maintaining a few high performing verticals.
We’re launching and investing in BI Live, our new live journalism events business. It’s a space where we can showcase our journalism, connect directly with our audience, and build a strong portfolio of experiences. We’ve already seen demand, brought on key leaders, and will continue to build the team.
3. Finally, we are fully embracing AI.
As we shared during our April All-Hands, we are going all-in on AI — and we’re off to a strong start.
Over 70% of Business Insider employees are already using Enterprise ChatGPT regularly (our goal is 100%), and we’re building prompt libraries and sharing everyday use cases that help us work faster, smarter, and better.
In the past year, we’ve launched multiple AI-driven products to better serve our audience — from gen-AI onsite search to our AI-powered paywall — with new products set to launch in the coming months. We’re also exploring how AI can boost operations across shared services, helping us scale and operate more efficiently.
Change like this isn’t easy. But Business Insider was born in a time of disruption — when the smartphone was reshaping how people consumed news. We thrived by taking risks and building something new.
We’re at that moment again. It calls for bold experimentation, openness to change, and a willingness to lead.
Among all publications, we are uniquely positioned to do just that.
What’s next
I know this is a lot to absorb and it will take time to process. We’ll come together during the All-Hands today at 11:30AM ET and leaders will be hosting team meetings to answer your questions.
To those affected today, we are grateful to you for helping build Business Insider and for being wonderful colleagues. Your work has made an impact and we appreciate you.
Please support each other today and as we move through the coming days and weeks. While this change is extraordinarily difficult and will test us in many ways, it is a moment I know we’ll be able to meet. Thank you all for your resilience, as ever.
Someone clicks on your ad, you pay a fee and we all go home happy. Easy enough, right?
Not so fast.
PPC advertising may seem simple on the surface, but there’s much more to it than meets the eye. From keyword research and ad copy to bid management and A/B testing, planning and executing an ad campaign is easier said than done.
Luckily, marketers don’t have to do it all on their own. With the right tricks up your sleeve and the right PPC tools, you can optimize your PPC strategy and maximize its return on investment (ROI) in real time. When used effectively, each PPC optimization tool helps you manage tasks like campaign management, allowing you to track your ad accounts more efficiently.
Here, we’re exploring the 10 best PPC tools in 2025 and how they help you manage campaigns from start to finish.
Understanding PPC: Why Does It Matter?
Unlike other marketing tactics, a PPC campaign can generate big results in a short amount of time. As a form of display advertising, it literally puts your content where your audience can’t miss it — search engines, social media, websites and more.
In other words, creating a PPC ad is like buying prime real estate in your target market. Whether it’s published on Google, Amazon or Facebook, your audience is sure to see it as soon as they step through the door.
Better yet, PPC ads are highly effective at driving targeted traffic to your website and generating conversions. According to Google, businesses make an average of $2 in revenue per dollar spent on Google Ads — an ROI of 200%. By focusing on the smart, data-driven platforms Google Ads provides, you can improve performance and ultimately save time on everyday tasks.
Why Use a PPC Management Tool?
With returns as big as that, it’s clear that PPC advertising is well worth the investment. But make no mistake: Planning, creating, designing and implementing advertising campaigns isn’t easy. It’s especially hard if you’re relying on manual processes to manage the mayhem.
Sure, you might be comfortable with Google Sheets. But can you imagine juggling dozens of ad campaigns in a single spreadsheet? It’s only a matter of time before human error becomes a problem.
Fortunately, there are plenty of PPC tools and software that simplify and optimize PPC management. Every solution is different, but generally speaking, they ease your pain in several ways:
They streamline ad copy creation, bid management, keyword research and more.
PPC reporting tools enable real-time ad campaign performance tracking, providing you with key features for better insights.
Marketers can also use PPC reports to monitor ad spend and budget optimization, allowing them to look at search volume competition while fine-tuning budgets.
Whether you’re using Amazon ads, Microsoft ads (including Bing Ads), Google search, social media or other platforms, it’s important to keep your work organized and on track. PPC automation plus the right optimization tool, coupled with an AdWords Certification, are crucial assets for achieving that goal.
10 of the Best PPC Tools in 2025
There are countless PPC management tools on the market. Some focus on PPC reporting, others specialize in social media, but all aim to strengthen your PPC strategy to its full potential. These solutions often include advanced keyword tools and features, helping you pinpoint relevant search terms that result in higher conversions.
1. Google Ads
It goes without saying that Google is synonymous with all things search — PPC advertising included. That’s why we couldn’t possibly start this list without discussing Google Ads, the company’s easy-to-use PPC management tool.
Formerly known as Google AdWords, this platform’s primary function is to help you launch campaigns across its network. This includes:
Google search ads: Text-based ads that appear on search engine results pages (SERPs).
Display ads: Native and banner ads that appear on websites participating in the Google ad program.
Video ads: Videos that advertise to YouTube audiences.
Google Ads also gives marketers access to other PPC software tools, such as Google Keyword Planner. This keyword magic tool generates keyword ideas based on search terms you choose, helping you discover new and relevant keywords for your business. It provides valuable insights like search volume competition, bid range and other metrics, while also predicting expected conversions, clicks and impressions.
Secondly, users receive access to Google Ads Editor. This tool simplifies PPC campaign management, enabling you to oversee performance in a single pane. One of its key features is the ability to manage campaigns on multiple Google Ads account profiles and make bulk edits quickly and easily.
Pricing: Free to set up an account (To run ads incurs costs).
2. Google Analytics
As a digital marketer, it’s your job to know whether your PPC campaigns are on the right track. Luckily, that’s why marketers turn to Google Analytics. Integrating Google Analytics with the platforms Google Ads provides can give you deeper insights.
Although Google already offers PPC management tools, connecting them to Google Analytics will take them to the next level. This additional platform allows you to view real-time performance metrics, including:
These insights empower you to analyse your PPC strategy and make data-driven decisions about how to allocate your ad account budget. Over time, you can use these metrics to improve performance and refine your campaigns.
Pricing: Free version available (Higher tiers are priced).
3. Semrush
Semrush is one of the most popular (and powerful) PPC tools and software providers on the market. As an all-in-one digital marketing tool, Semrush is a great asset in many aspects of PPC advertising, including search engine optimization (SEO).
More specifically, Semrush greatly simplifies keyword research by giving you detailed search volume competition data. The platform offers various capabilities that leverage a massive keyword database, allowing you to identify search terms most relevant to your goals.
Likewise, you can analyse thousands of keywords at a time and pinpoint the ones your competitors are using. It even provides insight into which keywords your competitors are bidding on. This level of detail can save time on your PPC campaign tasks by helping you focus on the phrases that matter.
Pricing: Starts at $139.95 per month.
4. PPC Entourage
PPC Entourage is a well-known tool that boasts a wide range of innovative features made specifically for Amazon ads. As a user-friendly platform, this solution is great for any digital marketer just getting started with PPC advertising who wants to run multiple ad campaigns efficiently.
Users leverage a suite of automation tools, enabling them to apply a template across multiple Amazon PPC campaigns in a matter of seconds. PPC Entourage also includes a “Bulk Optimizer” tool, which allows you to optimize every ad account and all your Amazon ads in a fraction of the time it would normally take.
Customers also receive advanced and accurate PPC reports, which can be compiled on a weekly or monthly basis. This gives you the ability to make regular adjustments to your advertising campaigns and keep them on course. Pricing: PPC Entourage charges a 2.9% monthly ad spend fee.
5. AdEspresso
AdEspresso is primarily a Google Ads alternative that augments the platform’s built-in capabilities. Although not one of the more robust PPC software solutions available, its unique split testing feature stands out from the crowd.
This optimization tool simplifies A/B testing, allowing you to try different Google ad variations to see what sticks. In turn, you can identify the most effective messaging and tweak the ad copy accordingly. AdEspresso also integrates with Facebook Ads and Instagram, helping you manage ad campaigns across all these channels simultaneously.
Pricing: Starts at $49 per month.
6. SpyFu
As the name implies, SpyFu helps you “spy” on the competition — well, kind of. At the very least, this PPC management software takes a peek behind the scenes and helps you understand competitor rankings and ad variations.
Not only can you see which keywords competitors are bidding on, but you can also view every keyword and PPC ad they’ve ever used. Plus, SpyFu takes the guesswork out of SEO by doubling as a SERP analysis tool. In other words, you can use its insights to understand Google trends and stay ahead of the search engine curve.
Pricing: Basic plans start at $39 per month.
7. Trellis
Trellis is another Amazon PPC tool designed to help marketers manage E-commerce advertising. Although it’s an advanced platform with a swarm of innovative features, its user-friendly dashboard makes it easy to optimize multiple Amazon PPC campaigns in one fell swoop.
One great feature of Trellis’ AI-powered automation tools is their ability to allocate budgets between branded and generic keywords. This helps you make the most of your Amazon advertising budget, ensuring maximum sales growth and allowing you to monitor your Google Ads campaigns alongside your Amazon efforts if needed.
Pricing: Plans start at $299 for revenue up to $2 million annually.
8. WordStream
WordStream began with a singular focus on keyword research, but has since developed into a suite of PPC software solutions. However, we’d like to call out two of its capabilities in particular:
Google Ads Performance Grader.
Facebook Ads Performance Grader.
These two benchmarking tools are great for understanding the quality of your campaign and identifying missed opportunities. They assess your campaigns and assign an overall score between zero and 100 — the higher the score, the better the campaign.
WordStream also provides individual scores in 10 categories, including wasted spend, click-through rate and landing page optimization. By getting a clear snapshot of your Google Ads account, you can pinpoint weak areas and boost your PPC optimization.
Pricing: Free tools and resources available.
9. Optymyzr
Optymyzr calls itself a single platform to “audit, optimize, automate and report on paid media campaigns that grow your business.” As a comprehensive PPC software provider, Optymyzr focuses not only on Google Ads, but also Facebook Ads, Microsoft Ads and Amazon advertising.
This product supports a variety of PPC ads formats, including search, shopping, display and video. Some of its key features are:
Automated bid management.
Auction insights.
Paid search optimization.
PPC reporting.
Budget tracking.
By centralizing these tasks, Optymyzr helps you coordinate all your platforms, including Google Ads, so you can manage every ad account in one place.
Pricing: $209 per month.
9. Optymyzr
Optymyzr calls itself a single platform to “audit, optimize, automate and report on paid media campaigns that grow your business.” As a comprehensive PPC software provider, Optymyzr focuses not only on Google Ads, but also Facebook Ads, Microsoft Ads and Amazon advertising.
This product supports a variety of PPC ads formats, including search, shopping, display and video. Some of its key features are:
Automated bid management.
Auction insights.
Paid search optimization.
PPC reporting.
Budget tracking.
By centralizing these tasks, Optymyzr helps you coordinate all your platforms, including Google Ads, so you can manage every ad account in one place.
Pricing: $209 per month.
10. Adzooma
10. Adzooma
The Adzooma PPC management system helps you create, manage, analyse and enhance your PPC ad campaigns through automation tools and growth opportunities. To date, this holistic platform has optimized over $1 billion in ad spend, generated over 2.11 billion clicks and achieved nearly 200 million conversions.
Adzooma provides weekly smart recommendations, which you can use to improve ad performance over time. Users can set rules to automate certain tasks like bidding, budget allocation and more. Plus, with Google Analytics integration, you can gain even more granular insights into user behaviour on your website.
If you’re looking for a solution with both free and paid plans, Adzooma has a flexible approach that scales as you grow.
Pricing: Adzooma offers a free plan, but premium paid plans begin at $69 per month.
What PPC Tools Won’t Be Able To Do for You
Ultimately, PPC management isn’t easy if you’re not using software solutions. That said, even the most advanced PPC tools can’t do everything on your behalf.
No matter what technologies you have at your disposal, there’s no replacing human insight and creativity. AI-powered tools may be helpful, but they’re far from perfect.
Bottom line: Think twice before you set and forget your PPC strategy. With the right balance of automation and manual oversight, you’ll be well on your way to success.
By Christopher Whitbeck
Chris Whitbeck a senior writer based in Boston. When he’s not writing, you can find him buried in a good book, walking to the nearest coffee shop, listening to a podcast or (loudly) cheering for the Boston Celtics.
So, you’ve launched your ad campaign. You’ve set up your targeting, written some punchy copy, picked a catchy image or maybe a video and hit “go.” A few days pass, then a week, and you’re left scratching your head, wondering, “Why aren’t these ads converting?”
You’re not alone—I’ve got you!
“The average conversion rate on Facebook is 8.78% across industries.” That means, for every 100 people who click your ad, only about 9 might convert, and that’s if your campaign is well-optimized. For many businesses, especially newer ones, the number is even lower. If you’re not seeing results, it might not be your business, it might be that the ad game has changed.
Facebook ads can work brilliantly. But lately, more and more advertisers are feeling the heat. Let’s break down what’s really going on and, more importantly, how you can turn things around.
The Crowded Bidding Space—Why It’s Getting Tougher
1. More Advertisers, Same Audience
First off, let’s talk about competition. The Facebook ad space is more crowded than ever. Back in the early 2010s, you could run a simple image ad with some basic targeting and get killer results. That’s not the case anymore.
Now, everyone from your local candle shop to a DTC startup in Bali is targeting the same people. The audience size hasn’t exploded, but the number of brands chasing them has.
If your offer looks like everyone else’s, your creativity feels recycled and your brand has no distinct identity, why should anyone choose you over the rest? As we all know, in this environment, uniqueness isn’t optional; it’s necessary for survival.
2. Everyone Is In Your Market Now
You’re not just competing with direct competitors anymore.
Let’s say you sell skincare. You’re not only up against other skincare brands, you’re also fighting for attention against DTC supplement startups, fashion brands, fitness coaches, SaaS tools, e-learning platforms and more. Everyone wants a slice of your audience’s attention, and they’re spending to get it.
Jeff Bezos revealed that Amazon had virtually no real competition for its first seven years. This gave them the rare luxury to test, fail and grow without pressure, something he described as “unbelievable.” It was a key factor in Amazon’s ability to scale and innovate early on.
Now, picture launching a brand today and finding 50 advertisers already bidding for the same audience on day one. That’s your new normal. And in that world, just showing up isn’t enough.
If your product, your story and your creativity don’t bring something unmistakably unique to the table, you’ll likely get outbid, outshined and overlooked. Your edge has to go beyond price. You need a brand people can connect with, remember and choose over the noise.
How To Fix It: Nine Solutions To Make Facebook Ads Work Again
Let’s flip the script. Competition is tough, but brands are still crushing it on Facebook.
The question is: What are they doing differently? Let me share the secrets:
1. Create better ads, not just more ads.
Don’t just throw money at the problem; fix the message. A winning ad grabs attention in under three seconds. That means bold visuals, clear messaging and a hook that makes people feel seen. Whether it’s humor, pain points or transformation, your creative has to speak to the audience. Don’t settle for basic.
2. Build a community, not just a customer list.
People crave connection, not just transactions. When your brand feels like a movement, engagement grows. Start small, build a Facebook Group, go live, answer DMs and share behind-the-scenes moments. Community builds trust and lowers CAC over time.
3. Make your product stand out.
In a saturated market, looking like everyone else makes price your only weapon, and cheaper wins. Stand out with unique packaging, emotional branding and tailored offers. When it feels personal, they stop comparing.
4. Add real value.
People are tired of ads that just scream “buy now.” Instead, lead with value. Share a tip, a quick how-to or a mindset shift. Even if they never buy, you build trust. In a value-first world, the brand that helps wins.
5. Be a purpose-driven brand.
What does your brand stand for? Consumers want to support businesses that reflect their values. Whether it’s sustainability, mental health or local impact, share your why. Purpose builds an emotional connection, which leads to loyalty. In a feed full of lifeless product shots, your mission is what makes you memorable.
6. Optimize your ad structure.
Creativity gets the credit, but structure drives scale. Most people optimize from the top down, focusing on broad targeting and audience hacks. I go bottom-up: nailing ad-level performance before scaling ad sets. Test one variable at a time. Use CBO wisely. Let winners breathe and cut only what truly underperforms. With the right structure, even average ads can become profitable.
7. Let the pixel breathe.
Your pixel needs time. If you keep turning your ads on and off every 48 hours, you’re resetting the learning phase constantly. Give your pixel space to learn who your buyers are. Feed it good data and track purchases, not just clicks or adds to cart.
8. Don’t give up so quickly.
Most ad accounts fail because people quit too early.
This game takes testing, iteration and patience. Sometimes you’ll lose money in the short term to gain valuable learnings that make you money later. Don’t abandon your strategy before it has time to work.
9. Play the long game.
There are no shortcuts to building a real brand. Facebook ads alone won’t work without a full system; email, content, landing pages and customer experience all need to align. One great ad can’t fix a broken backend. Focus on retention, not just acquisition. The lasting brands think long term.
If your Facebook ads aren’t working, it’s not the platform, it’s the strategy; real results come from creativity, clarity and consistency, so keep going!
CEO NEO Innovations, e-commerce marketer with over 10 years of business experience in digital marketing and e-commerce. Read Waleed Najam’s full executive profile here. Find Waleed Najam on LinkedIn and X. Visit Waleed’s website.
Following layoffs of over 200 employees in May, Google is now offering voluntary buyouts to staff across several divisions as part of its ongoing restructuring efforts. Rather than issuing direct pink slips, the company is encouraging U.S.-based employees in teams like Search, Ads, Commerce, Engineering, Marketing, and Research to opt for a quiet exit with severance.
According to CNBC, this strategic move—targeting groups under the Knowledge & Information (K&I) umbrella—reflects Google’s attempt to streamline operations without triggering large-scale layoffs, though the total number of departures remains uncertain.
In an internal memo, Google’s K&I chief Nick Fox made it clear that the voluntary exit program is aimed at employees who may be disengaged or underperforming, offering them a respectful way out. For those thriving, the message was to stay focused, with Fox emphasizing the company’s ambitious goals and workload ahead. This approach is part of a broader shift in Google’s internal culture following the major layoffs in early 2023, with buyouts now being used more frequently as a quieter, less disruptive means of trimming the workforce.
However, these buyout offers come with strings attached—many are linked to Google’s renewed push for in-office work. Employees living within 50 miles of a Google campus are being encouraged, or subtly pressured, to return to a hybrid schedule. The shift reflects not just a workforce adjustment strategy but also Google’s evolving stance on remote work, suggesting that those unwilling to adapt may find the buyout route increasingly appealing.
Google is quietly reshaping its workforce by cutting internal training budgets and prioritizing AI-focused skill development, signalling a clear shift toward its AI-first strategy. Programs deemed non-essential are being sidelined, reinforcing the message that employees not aligned with this direction may not have long-term roles at the company. While the move from layoffs to voluntary buyouts has made restructuring less dramatic, the impact remains significant as Google sharpens its focus on future priorities.
Executive branding is no longer optional; it’s a leadership imperative. Here’s why.
Leadership isn’t what it used to be. And that’s a good thing. There was a time when the corner office, the credentials on the wall and a polished resume were enough to signal executive credibility. Today, those things are merely the starting point. Now, people want more from leaders. More transparency. More values. More humanity. And perhaps most of all — more clarity about what those leaders stand for.
Executive branding is no longer a buzzword or a luxury reserved for public-facing CEOs. It has become a strategic leadership asset. It’s the way executives translate who they are into influence, trust and opportunity. In today’s environment, your personal brand is not just a reflection of your reputation — it is a critical lever for business growth, cultural impact and long-term relevance.
At Boardsi, we’ve worked with thousands of executives navigating the path from operational leadership to boardroom influence. Time and time again, one truth rises to the surface: The leaders who grow fastest and go furthest are the ones who know how to articulate their story — and back it up with substance.
Why executive branding matters more than ever
We’re living in an age of noise. Information is everywhere, and attention spans are shorter than ever. People don’t just want information; they want connection. They want leaders who are clear, consistent and authentic.
That’s what makes executive branding so powerful.
A strong executive brand doesn’t mean you’re constantly promoting yourself. It means you’re building a reputation rooted in values and purpose. It’s a way of showing up consistently — online, onstage and in every stakeholder conversation — as the leader you truly are.
But here’s the catch: If you don’t define your brand, the world will do it for you. And in today’s fast-moving landscape, lack of clarity can be costly.
When your personal values align with your professional voice, people don’t just notice you — they believe in you. That belief is what opens doors, builds trust and creates long-term strategic advantage.
The business case for executive branding
Let’s talk ROI — not in abstract terms, but in measurable outcomes. Here’s what a well-developed executive brand unlocks:
1. Credibility that compounds
Authenticity is magnetic. Leaders who consistently live their values earn trust faster and hold it longer. Whether you’re negotiating deals, presenting to a board or rallying a team through change, a trusted personal brand provides a baseline of credibility that can’t be faked.
2. A talent magnet
Top talent isn’t just looking for jobs — they’re looking for leaders. They want to work for people who inspire them, who share their values and who model the kind of integrity and courage they admire. A compelling executive brand makes it easier for the right people to say yes — to your company, your mission and your vision.
3. Influence with real reach
Influence isn’t just about being visible. It’s about being heard — and remembered. Leaders with strong brands are invited to speak, collaborate and contribute. Their words carry weight because people believe they come from a place of conviction, not performance.
4. Boardroom advantage
At Boardsi, we’ve seen first hand how executive branding becomes a difference-maker in board recruitment. When you can articulate your leadership philosophy, show evidence of impact and demonstrate thought leadership, you stand out. Not because you’re louder, but because you’re clearer.
How to build a brand that actually reflects you
There’s no one-size-fits-all blueprint, but there are a few principles that every executive can apply:
1. Start with purpose
What drives you? What do you believe about leadership, about people, about innovation? Your personal brand should begin where all great leadership begins: with purpose. If you’re unclear, take the time to reflect. If you’re confident, take the time to articulate it.
2. Communicate with consistency
Your brand lives wherever people encounter you — LinkedIn, board meetings, conferences, interviews. It should feel like a throughline, not a highlight reel. You don’t need to post daily or chase attention. But when you do speak, be thoughtful. Be generous. Be real.
3. Live the brand internally
The strongest personal brands are aligned from the inside out. If you say you value transparency, be the first to own a mistake. If you believe in mentorship, show up for your team in meaningful ways. Your internal credibility is the foundation of your external brand.
4. Show up where it matters
Your voice has more power when it’s shared in the right rooms. Speak at events. Contribute to industry conversations. Say yes to interviews, panels and mentoring opportunities. These aren’t just chances to be seen — they’re opportunities to serve and shape your ecosystem.
5. Think long-term
Executive branding isn’t a campaign — it’s a leadership commitment. It’s the story people will tell about you when you’re not in the room. It’s how you continue to lead, even when your title changes or your company evolves.
Beyond the title: Building a brand that lasts
When I wrote Beyond the Title, my mission was simple: to give leaders a roadmap for building a brand that reflects more than their resume. It’s about understanding that leadership is personal, and your identity as a leader is one of your most valuable assets.
The book breaks down how to define your leadership philosophy, express it with clarity and grow your influence in a way that’s both authentic and strategic. Because at the end of the day, people don’t follow titles. They follow leaders who show up consistently with purpose.
And that’s what we do at Boardsi — help leaders go beyond their roles and into the influence and impact they’re capable of. From board education to placement, we equip executives to lead at the highest level, with brands that stand for something real.
In today’s world, trust is currency. Visibility is velocity. And executive branding is how you earn one and accelerate the other. So, ask yourself not just what do I do, but what do I stand for? Your answer might just become your most powerful leadership tool.
Entrepreneur Leadership Network® Contributor. Martin Rowinski is the CEO of Boardsi, with over 25 years of experience in technology leadership and executive recruitment. A pioneer in digital transformation, he specializes in corporate governance, board development, and aligning executive talent with strategic goals.
From smart templates to scene detection, AI assistants to virtual production sets, creative tech is rewriting the rules of how brands make and scale ideas. But with new terms landing faster than you can say ‘generative fill,’ it’s easy to lose track of what’s worth your time (and what’s just buzz).
As marketing budgets tighten and expectations climb, creative teams are being asked to do more: more assets, more formats, more personalization – all while keeping it on brand and on budget. That’s where creative technology steps in.
Whether you’re experimenting with automation or re-platforming your entire production pipeline, this guide breaks down the tools, trends and terminology shaping the next wave of creative work.
10 creative tech terms you actually need to know
If your inbox is a blur of demos, decks and ‘new creative platforms,’ you’re probably not alone. Creative technology is booming, but in a world of hype, which terms should marketers actually know? Here are 10 essential concepts powering the next wave of brand storytelling, reshaping how ideas are made, scaled and personalized.
1. Generative AI
Why it matters: The engine behind text-to-image tools, creative assistants and AI-powered ad scripts. From concepting to content creation, it’s the biggest creative shift since the MacBook Pro.
2. Creative automation
Why it matters: Think hundreds of assets in every shape, size and language – all generated from one master visual. It’s what makes personalization profitable (and your design team less burnt out).
3. Prompt engineering
Why it matters: If generative AI is the paintbrush, prompts are the artist’s hand. Knowing how to write prompts that yield brand-right, on-brief output is quickly becoming a must-have skill.
4. Virtual production
Why it matters: Film anything, anywhere – no plane ticket required. Used in everything from Marvel to Ikea, it merges real actors with digital backdrops via LED walls and game engines.
5. Volumetric video
Why it matters: This is what makes holograms happen. Volumetric video captures motion in 3D, unlocking immersive brand experiences, digital twins and next-gen retail try-ons.
6. Modular content systems
Why it matters: Say goodbye to one-size-fits-all creative. Modular systems let you mix, match and adapt content across regions, platforms, and formats – without breaking your brand.
7. Scene detection
Why it matters: AI that scans videos to automatically cut, crop or tag content for reuse. A huge time-saver for brands producing at scale or remixing existing footage for new channels.
8. Dynamic creative optimization (DCO)
Why it matters: Real-time ad personalization, powered by data. Whether it’s weather-based offers or location-triggered messaging, DCO delivers bespoke creative at media speed.
9. Interactive storytelling
Why it matters: Ads aren’t just for watching – they’re for playing. Whether it’s a swipe-to-choose adventure or tap-to-style video, interactive formats give users skin in the game.
10. Style transfer
Why it matters: Want to apply your brand’s signature look to any visual? Style transfer uses AI to copy aesthetics across assets, turning moodboards into mass production.
The full creative tech A–Z
A
Augmented reality (AR): Tech that overlays digital content on the real world via smartphones or glasses.
AI-generated design: Visuals created or co-created by AI based on prompts or training data.
B
Brand asset management: Systems that organize and distribute creative assets across teams.
Behavioral data: Insights into how users engage with your content online.
C
Creative automation: Automatically generating and adapting creative content at scale.
Computer vision: AI that interprets visuals to enable things like image recognition or shoppable video.
Content supply chain: The workflow and tech stack that gets creative from idea to execution.
D
Dynamic creative optimization (DCO): Personalized ads built in real-time using data signals.
Digital twins: Virtual replicas of physical spaces, people or products for simulation or design.
E
Experiential tech: Interactive technology that enhances brand activations with digital layers.
Edge computing: Local data processing for faster, responsive experiences.
F
First-party creative data: Brand-owned insights from user interaction with content.
Facial recognition: Tech that detects and analyses facial features to trigger responses or personalization.
G
Generative AI: The one that everyone is talking about. AI that creates new content – visual, audio, or copy – from input prompts.
Gesture control: Interaction powered by physical movements rather than touchscreens.
H
Headless CMS: A backend system that delivers content flexibly across different front ends.
Human-in-the-loop (HITL): AI systems that rely on human approval or oversight for outputs.
I
Interactive storytelling: Campaign formats that change based on user choices or inputs.
Immersive commerce: Shopping experiences enhanced by AR, 3D or live interactivity.
J
Journey orchestration: Real-time customization of user journeys across channels.
Javascript animation: Lightweight web-based animations built using scripting.
K
Kinetic typography: Moving text that adds emotion or emphasis in video or digital formats.
L
Localization tech: Tools that adapt creative across languages and cultural contexts.
Live rendering: Tech that generates visuals on the fly for personalized or immersive experiences.
M
Modular content systems: Creative assets broken into reusable blocks for fast recombination.
Motion capture: Capturing human movement to animate virtual characters or avatars.
N
Neural rendering: AI-driven technique that simulates realistic visual effects.
O
Omnichannel creative: Campaigns designed to adapt seamlessly across all media environments.
Object recognition: AI that identifies products or elements within images or videos.
P
Personalization engines: Platforms that tailor content delivery based on user data.
Programmatic creative: Automated delivery of ads that adapt in real time.
Q
QR codes: Scannable codes that link real-world objects to digital content.
Quality score (creative): Platform-based rating of creative engagement potential.
R
Real-time rendering: Instantly generating visual assets during an interaction or session.
Responsive design: Layouts that automatically adjust to different screens or devices.
S
Spatial computing: Systems that understand the physical environment for immersive interaction.
Synthetic media: AI-created or altered audio, video or imagery.
Scene detection: AI that analyses and breaks down video into usable parts.
Style transfer: Applying the visual style of one image to another using AI.
Shader effects: Visual enhancements applied to 3D graphics for realism or flair.
T
Templates (smart): Pre-designed, customizable frameworks for content creation.
Text-to-video: AI that turns written prompts into animated or real-world video.
U
User interface/user experience (UI/UX): The design and usability of digital interfaces.
V
Virtual production: Shooting in digital environments with real actors and virtual backdrops.
Voice AI: Synthetic voice tools used for narration, assistants or custom audio.
Volumetric video: 3D video capture for holographic or spatial content.
W
WebAR/WebXR: AR/VR experiences that run in mobile browsers with no app needed.
Workflow orchestration: Tech that manages tasks and timelines in content production.
X
Extended Reality (XR): The umbrella term for AR, VR and mixed-reality experiences.
Y
Yield optimization (creative): Adjusting creative elements to improve performance.
Z
Zero-party data: Data shared directly by users for tailored experiences.
Feature Image Credit: Polina Kondrashova on Unsplash
Scroll down the feed of any social media platform and you see the problem. Everyone’s content is starting to look the same. As people get scared of oversharing or alienating people, or using AI to generate terrible posts, they start writing the same vanilla messaging and hiding their true colours. Their strong beliefs don’t come out. They pretend to be like everyone else. They blend in. But there’s another way: your weirdness could be your superpower.
You weren’t put here to go through the motions with posting online. It’s time to get real. It’s time to stand out. ChatGPT can help. Copy, paste and edit the square brackets in ChatGPT, and keep the same chat window open so the context carries through.
Stand out from the crowd: ChatGPT prompts for memorable content
Understand fears, desires and motivations
Get inside your audience’s head so they wonder how you got there. They have specific dreams keeping them up at night and fears that stop them from taking action. Average creators guess what their audience wants. Winners know for sure. They speak directly to the pain points that matter. When you understand someone’s deepest motivations, your content resonates on a whole new level.
“Based on what you know about my target audience from our previous conversations, analyse their deepest fears and desires. Create 5 specific pain points they face daily, then match each with a hidden desire they might not even admit to themselves. For each pairing, write a single sentence that would make them think ‘how did you know that about me?’ Make the language direct and use their exact words where possible. Ask for more detail if required.”
Rework the hook
You only have a few seconds to hook someone on any platform. Your first line determines whether they keep reading or keep scrolling. Everyone writes their hook once and calls it done. But the first version is rarely the best version. Your hook needs to create an information gap, make a bold claim, or challenge a common belief. Get alternatives and see which one stands out the most. Test different angles until you find the one that grabs attention.
“Take this opening line from my content: [paste your opening line]. Based on what you know about my writing style and target audience, create 7 alternative hooks. Make each one completely different – vary the structure, angle, and emotional trigger. Include options that are bold statements, create information gaps, challenge common beliefs, or use unexpected contrasts. Great hooks are not questions. They are hard-hitting statements. Rank them from safest to most attention-grabbing. Make each hook 10 words or fewer.”
Be more weird
Your first draft is safe. It’s normal, it’s conservative. It doesn’t turn heads. It doesn’t shock anyone into action. The majority water down their message to avoid offending anyone. They end up offending no one and inspiring no one either. Crank up the shock factor. Say what others are thinking but won’t say. Take a stance that makes people choose sides. Your weird is someone else’s refreshing honesty.
“Review this piece of content I’ve written: [paste your content]. Based on what you know about my brand and communication style, make it dramatically weirder and more memorable. Push every vanilla statement to its extreme. Replace generic observations with specific, standout angles. Add unconventional examples or analogies. Include at least one line that would make someone gasp or laugh out loud. Keep my authentic voice but remove all the boring parts.”
Get a critique from a cynical naysayer
Nobody learns from yes-men. You need someone to poke holes in your content before your audience does. Safe players surround themselves with supporters who tell them everything is great. Real growth comes from harsh feedback. Let ChatGPT channel your biggest sceptic. Face the criticism head-on and make your content bulletproof. Every objection you address makes your message stronger.
“Based on what you know about my content and target audience, become my harshest critic. Review this content: [paste your content]. Channel a cynical industry veteran who’s seen it all. Point out every weakness, cliché, and place where I’m playing it too safe. Question my assumptions and credentials. Be brutal but specific – for each criticism, explain exactly why it weakens my message. End with 3 specific changes that would make even a sceptic pay attention.”
Experiment with formats
Same message, alternative delivery, can mean the difference between minimal engagement and going viral. It’s tempting to stick to one format because it’s comfortable. But comfort doesn’t create breakthroughs. Your best-performing content might be in a format you haven’t tried yet. Keep going until you find the one that works. Test everything. Measure results. Then do more of what connects.
“Based on what you know about my content goals and target audience, transform this piece of content into 5 completely different formats for [social platform]: [paste your content]. Create versions for: a personal story format, a contrarian hot take, a step-by-step guide, a behind-the-scenes confession, and a predictive/future-focused piece. For each format, write the first 3 lines to show how the tone and structure would change. Identify which format best serves my message.”
Create content worth remembering: make your mark with bold choices
Playing safe guarantees mediocrity. But these prompts transform your content from forgettable to unforgettable. Get inside your audience’s head until you know them better than they know themselves. Rework your hooks until they’re impossible to ignore. Own your weirdness and let sceptics make you stronger. Experiment with formats until you find your winner.
Your content should make people feel something. Make them think differently. Make them take action. Make them cry, if you like. The world has enough generic content. Stop hiding your true colours and create something only you could write.
I utterly despise Google’s AI summaries. I dislike how they’re placed right at the top of the page, I dislike how prone to hallucinating the answers I’m searching for are, and I dislike that when it does offer something vaguely helpful, it’s almost definitely scraped from another human that actually did the legwork. Thankfully, the Bye Bye, Google AI browser extension means I no longer have to glower at them—if only I could do the same for similar eyesores, like bus stop ads and marketing billboards, in real life.
Software engineer Stijn Spanhove is currently tinkering with an AR project that does just that. Using Snapchat’s Spectacles and Google’s Gemini, he’s built an XR app that deploys the power of ad block via the lightweight frame of a wearable (via Tom’s Hardware). Unfortunately, as an experimental project that Spanhove is still tinkering with, ads are currently being replaced by glaring red boxes.
That quirk aside, the demo video Spanhove shared on X is no less neat. The app’s positional consistency is impressive, and is seen ‘blocking’ out billboards, newspaper ads, and even branded food packaging once activated. This is thanks to the use of Snap’s Depth Cache library shared via GitHub, but this also makes the project a Spectacles exclusive for the time being.
Besides the Snap exclusivity, the biggest hurdles to my mind are those garish red boxes that are arguably more distracting than the ads themselves. Perhaps developer Stijn Spanhove will in future add the option for users to replace ads with something of their choice—like an AR mural to Miku Hatsune…hypothetically, I mean.
That’s all before even mentioning this student project out of Harvard that uses Meta’s smart glasses to instantly dox anyone the wearer claps eyes upon. Okay, I admit that’s a lot of doom and gloom about wearables—but you’re no longer thinking about my AR Miku Hatsune mural, are you?
Jess has been writing about games for over ten years, spending the last seven working on print publications PLAY and Official PlayStation Magazine. When she’s not writing about all things hardware here, she’s getting cosy with a horror classic, ranting about a cult hit to a captive audience, or tinkering with some tabletop nonsense.
The decades-old doctrine of “Web traffic in exchange for permission to crawl” is over, writes Fred Vogelstein in his latest feature for our newsletter, Crazy StupidTech, and as a result, the Internet in the age of AI will be filled with much-needed “tolls.” This change has come quickly.
“Google essentially invented the business of crawling in exchange for monetizable traffic a generation ago with Adwords,” writes Fred. “It remains the source of its dominance today. And it has been an essential fuel for the growth of the $16 trillion global internet economy.“
The writing’s been on the wall since ChatGPT launched, but nobody wanted to read it. We’re watching the great traffic heist in real-time. “Not only are more and more searches going through AI chatbots that generate zero traffic for publishers,” Fred writes, “Google itself is now sending publishers less traffic. Instead, Google is increasingly choosing to use its own AI product Gemini to respond to queries as a way of competing with the chatbots.”
In other words, AI chatbots are swallowing searches whole, while Google is playing both sides with Gemini. Don’t ignore the fact that this is a big challenge to how Google makes money. But it has deep pockets. Established media is living on fumes. One man’s crisis is another man’s opportunity.
Tollbit is the first to capitalize on this. But as Fred points out, Cloudflare and Matthew Prince are cooking up something new and will give @TollbitOfficial some competition and a boost.
I have been talking about this for a very long time, but the establishment media is always the last to realize their own existential threats. Just as they were slow to recognize the emergence of blogs, social media, and how Facebook was a chimera, they have been slow to realize that the old “destination internet” as a behavioural construct is over.
The addiction to traffic and impressions-based advertising has been an Achilles’ heel of the media establishment. It is hard for them to look at the world through the lens of engagement. The rise of “chat-based” informational interfaces is yet another victory for engagement-trumps-all doctrine.
To get a better understanding of this, feel free to dig into the archives of our CrazyStupidTech newsletter. If you like what you read, please subscribe. It is free. But before you do all that, read Fred’s piece. It is very good.
