When you’re online, a browser plugin can block all those annoying ads that pop up and clutter up your screen — but unfortunately we can’t do that to ads in real life.
Yet, at least. That could all change after an enterprising software engineer posted an experiment with a pair of smart augmented reality glasses. When you don a pair of the specs and look at a billboard, or even the label on a food container, a red rectangle pops up to block the offending visual clutter from your view.
“It’s still early and experimental, but it’s exciting to imagine a future where you control the physical content you see,” said the engineer in question, Stijn Spanhove of Belgium, in a X post flagged by Tom’s Hardware.
The real-life ad blocker works by harnessing Snapchat’s Spectacles, a pair of chunky black smart glasses built for augmented reality applications, according to Spanhove’s explanation. He used Google’s Gemini AI model as the tool to identify advertisements in real life and block them from view.
But the system still needs a little work. When you watch the specs in action, there’s a momentary lag before the glasses pick up the presence of an ad and blocks it.
In replies to his original post, Spanhove said he hopes to develop his app further, and the red block may be replaced with other images of the user’s choosing.
Smart glasses as an industry have suffered some majors misfires, most notably the very ridicule-worthy Google Glass. But smart glasses seem to have shaken off their novelty factor and are making actual inroads now, such as the growing popularity of the Ray-Ban Meta glasses.
Perhaps as smart glasses become more ubiquitous, there will be a great clamour for a real-life adblocker — or things that go much further, in a decidedly “Black Mirror” direction.
“Hmm — after objects, the natural next progression is to block out people you don’t want to see,” someone quipped on Spanhove’s post.
WPP’s CEO is stepping down as artificial intelligence threatens some of the core functions of the agency model.
The world of advertising feels like one that we all know intimately, with each of us faced with an almost overwhelming bombardment of logos, promos, and ads every single day.
But how many advertising firms can you actually name? If the answer is “not many,” you’re not alone.
That’s because there are thousands of advertising agencies, each bursting with creative individuals looking to nudge our collective consciousness to be a little bit more sympathetic to the brands they’re tasked with representing on billboards, screens, and in print. Many of those agencies are owned by one of six major players that dominate the landscape — each one is having a tough 2025.
Sherwood News
The “big six,” the parent companies of dozens of smaller outlets, have all seen shares drop this year, but the largest — UK-based WPP — is hurting the most, with CEO Mark Read announcing his departure this morning, as the company’s stock has slumped by more than one-third so far this year.
Winter is coming
In the competitive world of advertising, industry execs are comfortable campaigning against each other for mandates to run all things advertising for major brands like Coca-Cola, Starbucks, and Nike. With the advent and popularization of AI, however, a new threat has emerged.
Just last week, Meta rocked the big six after The Wall Street Journal reported that the social media giant was planning to launch tools that would completely automate ad creation and targeting. That could mean the same product being shown in completely different settings to different users. For instance, an ad for a watch might show one user the timepiece on the wrist of a climber ascending to great heights, while someone else might see the same model on someone stepping out of a beautiful car, at a concert, playing a sport, or reading a newsletter on their phone.
With many other parts of the agency-brand relationship, like project management and media planning, already susceptible to AI tools, the creative part of the job was perhaps seen as one aspect that might be harder to replace. I’m not sure I’m ready for the ads on my Instagram to get any worse, but here we are.
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.
3D advertising is erupting in the OOH space. Mike Smith, CEO of Open Media, the nationwide OOH advertising provider, explains the significance of the technology and the power it offers to brands.
The future is now
3D advertising was, initially, an extravagant approach for brands with high-end budgets. But today, 3D OOH is an exciting and affordable medium with endless capabilities, including interactive options and real-time data activations. Moreover, brands capture huge social media and word-of-mouth attention by harnessing the power of 3D.
According to the Institute of Practitioners in Advertising (IPA) analysis, advertisements generating an above-average emotional response can lead to a 23% increase in sales. 3D OOH, blending the physical and digital worlds, offers countless creative possibilities to capture imaginations and ensure consumer attention is both gained and retained.
Another study by BCN Visuals found that 55% of people were likely to film a 3D advertisement to share with friends, combining the influence of mobile and OOH. Research conducted by Outsmart, meanwhile, showed a 17% uplift in smartphone brand actions when consumers are first exposed to an OOH advertisement. Furthermore, 68% viewed the brand as more premium after seeing their 3D OOH and 66% were more likely to purchase the advertised product.
Overall, 3D was found to be 3.5 times more effective than its 2D counterpart, with unique data elevations available including personalized content in real-time – influenced by things such as nearby events, location, or even the weather to ensure consistently relevant messaging.
By using programmatic buying in 3D OOH, brands can utilize audience data, proprietary insights, and analytics to measure outcomes in-flight, while post-campaign, a further range of hyper-specific insight is available to assess the impact of creative on audiences. This allows brands to seamlessly correlate the impact of their 3D activations with campaign KPIs and maximize ROI.
The science of 3D
3D OOH leverages our deep creative understanding of 3D content to captivate audiences. Our brains are wired to perceive the world around us in a certain way, and when something disrupts that perception, our attention is occupied.
This science is based on human biology. Our eyes don’t perceive things identically, with a slight difference in the angle of our view called binocular disparity. This allows us to perceive depth and the distance between ourselves and other objects. 3D OOH is an illusion that affects this depth perception.
In a 3D billboard, the display combines two pieces of footage from different angles into a single clip. This creates the 3D illusion, known as forced perspective, as our brain perceives the depth as entering our physical world.
With the ability to combine this with interactive elements, from simple touch interaction to complex augmented reality experiences, brands can captivate consumers with science and showmanship.
Online and offline benefits
3D technology creates advertising experiences that transform the consumer experience. But there are also huge benefits for brands – both online and offline – to ensure marketing impact and spend is maximized.
Screens can be targeted in real-time, with creative triggers based on many factors including location, footfall, and unfolding events. For example, we worked with SkyBet on their first-ever 3D activation in 2022 for the Championship play-off final. Leveraging our iconic BOXPARK Wembley Way site, SkyBet was able to display a range of copy based on the result of the match. This resulted in a 15% uplift in average session time and a 16% rise in attention time – as well as being named Ad of the Day by The Drum!
There are other strong case study benefits emerging from 3D advertising. BMW launched their X1 model with the car driving off the screen and into major cities across the world. The campaign went viral and was eventually viewed by 17 million people. Burger King enjoyed similar success during the 65th anniversary of the Whopper, as consumers were able to assemble a 3D burger in real time. This led to 70,000 drops in several hours for the iconic product, proving anniversaries, milestones and special occasions can all be influenced by 3D.
The real value of 3D OOH for brands is building a long-term relationship with audiences. With increased metrics in retention and social shareability, research suggests consumers remember a 3D activation long after engagement – with the visuals triggering the emotional responses of our brain and enhancing brand loyalty.
Celebrity sparkle
Open Media was delighted to work with international cosmetics leader Maybelline on the spellbinding 3D launch of their first-ever digital avatar, named May, who starred in an awe-inspiring OOH campaign alongside global ambassador Gigi Hadid. The inclusion of Hadid added additional weight to an already mesmerizing campaign and opened a new door of unique creative possibilities by merging the real and virtual world. We also collaborated with Paramount on a ground-breaking 3D campaign to advertise their streaming platform Paramount+, bringing iconic shows, famous faces, and world-renowned locations to life in a mind-bending 3D experience.
3D is no longer an extravagant approach. Brands can utilize its endless power on high streets and shopping centres to amaze audiences. We provide an entire full-motion 3D portfolio across the UK, and with increasingly in-depth and real-time data tracking available, 2025 is almost certain to be the year of 3D advertising.
In a world overwhelmed by constant distraction, simply buying media space doesn’t ensure a brand will be noticed anymore. Advertising has become almost invisible amid the noise of our daily lives, and ironically, the big-budgeted campaigns of large publicly traded companies have often contributed to this problem. The relentless focus on data, numbers and financial efficiency has created a formulaic approach to communication that lacks emotional and creative innovation. This not only harms brands but also wastes resources in the pursuit of hollow metrics.
Yet, in this creatively barren landscape, a revival is taking place. The shift is powered by advancements in technology that are transforming how creativity is produced and managed, empowering smaller creative agencies to directly challenge the conventional wisdom upheld by large firms. These smaller players are leading a movement that is placing creativity back at the heart of advertising, producing work that isn’t just seen but that genuinely connects with audiences.
To put it plainly: What makes creative work meaningful is less about the size of the budget and more about the story, message and relevance to the audience. Brands can’t afford to simply be heard anymore; they need to resonate.
The problem with large advertising agencies today lies in the model itself. The traditional agency model is outdated. For too long, it has prioritized agency growth over client success. The industry has been set up in a way that ties scalability to retainers and billable hours, not to tangible outcomes. That’s why so many clients are disillusioned with big networks.
This disillusionment with bloated agency models has led many brand leaders to seek more efficient alternatives—approaches that integrate creativity, technology and strategic execution. Smaller, independent networks of creative agencies, often referred to as boutiques, have carved out a significant niche by focusing on delivering value without the burdensome overhead that drags down larger firms.
This new kind of partnership goes beyond just cutting costs. It’s about changing the fundamental relationship between brands and agencies. Rather than being a mere vendor pushing campaigns for the sake of hitting KPIs, these smaller creative networks act as partners who are genuinely invested in creating cultural impact. They look at the big picture, using creativity as a catalyst for brand growth.
Paying For Value, Not For Hours
Unlike most agencies that rely on annual retainers and hourly billing—often inflating costs without necessarily delivering proportionate value—modern boutiques are breaking the mould. They offer tailored solutions designed for specific needs, putting creativity at the forefront and aligning their success with that of their clients. Instead of charging based on time spent, they are charging based on value delivered. It’s about producing outcomes that everyone can see and feel, rather than just tallying media results on a spreadsheet.
This impact-oriented model provides flexibility and accountability. The emphasis is on tangible results, creative storytelling and meaningful engagement—outcomes that traditional agencies often promise but struggle to deliver because of their rigid structures. With smaller, specialized teams, creative boutiques can offer high-impact stories and immersive experiences with streamlined, client-cantered operations.
Creating Seamless Solutions Through Network Integration
One of the distinctive advantages of smaller creative agencies lies in their ability to deliver integrated, holistic solutions. For many, this comes from leveraging a network of capabilities model, where specialized creative services operate through distinct but interconnected entities. This provides brands the flexibility to access diverse expertise across creative, strategic and production areas, without having to juggle multiple vendors or deal with management complexities.
This model takes the weight off clients’ shoulders and combines strategy, design, technology and production to produce seamless work that feels cohesive and relevant without the client needing to over-manage the process.
This model ensures that clients pay only for what they need, making every dollar count toward creative output. A typical collaboration begins with a deep understanding of the client’s business challenge, setting clear objectives and creating solutions tailored to those needs. From there, the focus is on efficient, high-quality execution that stays true to the brand’s voice and vision.
Maximizing Impact With A Leaner Approach
One of the key reasons brands are turning away from traditional agencies is the lack of perceived value. Premium retainers have often led to increased costs with limited leadership involvement, while alternative options—such as managing a pool of vendors—can lead to inefficiencies and inconsistency in brand messaging. Smaller creative boutiques offer a compelling middle ground.
With centralized leadership and a clear methodology, these agencies provide greater value for the budget while ensuring consistency and alignment across all creative outputs. The leadership remains directly involved in every project, offering insights and driving innovation in ways that larger, more bureaucratic agencies simply cannot match. The result? A high-impact, culturally relevant campaign that doesn’t just create impressions but meaning.
Embracing Technology, Empowering Creativity
Small agencies are also leveraging technology in a way that enhances creative output without diluting the human touch. Many have incorporated artificial intelligence into their workflows—whether for meeting notes, project management, finance or content production—to free up time for what truly matters: creativity.
Forward-leaning agencies are adoptingAI across operations, not to replace creativity but to empower it by automating mundane processes. This allows smaller teams to focus on what makes the work exceptional—the ideas and the stories we tell.
Creative Renaissance
The advertising industry is at a crossroads. The rise of creative boutiques is challenging the status quo, emphasizing that success lies not in the size of the budget but in the boldness of the creative vision. Brands today need partners who understand their need for authenticity, cultural relevance and meaningful connections with audiences. The new wave of creative agencies is answering this call—not with superficial data-driven metrics but with genuine, resonant storytelling.
In a time where audiences are bombarded with content from all sides, standing out is no longer about shouting louder; it’s about saying something worth hearing. And that is what the creative resurgence is all about—returning to the fundamentals of human connection through the power of creativity.
In 2007, Steve Jobs stepped onto the stage and, with his now-legendary “one more thing” moment, unveiled the iPhone. Few realized at the time that this device would usher in an era that fundamentally transformed commerce, reshaping how people discover, buy, and interact with products. Fast forward to today, and another transformative shift is on the horizon. Perplexity’s launch of “Shop Like a Pro” may be the tipping point for a new era: AI Agent Commerce. Much like the iPhone wove the internet into the fabric of everyday life, AI shopping assistants are poised to embed artificial intelligence into the heart of our shopping experiences, forever changing the retail landscape.
AI agents, once a speculative idea, are becoming reality as industry giants like Amazon, Google, Apple, OpenAI, and Perplexity pour resources into this burgeoning space. These companies envision a future where the friction of shopping—endless comparisons, scrolling, and decision-making—is replaced by seamless, personalized assistance.
Upholstered Armshair result on Perplexity with Buy with Pro button. Perplexity
Picture this: You ask Alexa to find the perfect winter coat. Alexa doesn’t just offer a list; it considers the weather in your location, your past style preferences, your budget, and customer reviews to present the ideal option. Or, imagine Perplexity’s recently unveiled “Shop Like a Pro,” where AI curates product suggestions based on social proof, your unique tastes, and emerging trends, allowing you to make a purchase with one click directly from its platform. Meanwhile, Google Lens now lets you snap a picture of a product and instantly discover where to buy it, compare prices, and check inventory—all in real time.
Shopping features added to Google Lens. Google
These advancements aren’t just incremental improvements. They signal a deeper transformation in how consumers engage with commerce. Historically, shopping often began with a Google search and was followed by painstaking research across multiple platforms. AI shopping assistants aim to bypass this process entirely, merging product discovery and purchase into a single, intuitive experience. In the near future, you might assign an AI assistant like Siri to manage your grocery shopping. Armed with data from your Instacart history, your calendar, and your family’s preferences, it could ensure you’re never out of ingredients for school lunches, responding to a simple command: “Hey Siri, keep my pantry stocked.”
The Ripple Effects for Retailers and Brands
For retailers, this evolution is both a massive opportunity and a formidable challenge. AI agents offer unparalleled precision and personalization in targeting consumers. But they also threaten to disrupt traditional business models. Today, brands spend billions on search ads and retail media to capture shopper intent at the point of purchase. What happens when AI assistants eliminate that step altogether? If a consumer asks an AI to reorder peanut butter, where does the brand place its ad?
This shift could redefine advertising. Brands may need to focus on top-of-funnel brand-building—emphasizing emotional connections and trust—rather than relying on lower-funnel tactics like keyword targeting. First impressions, whether through social media, influencer campaigns, or traditional ads, will carry even greater weight in an AI-driven ecosystem. With AI agents acting as gatekeepers, the fight for consumer loyalty may be won long before the moment of purchase.
Even influencers, whose impact has shaped commerce in recent years, will see their roles evolve. While AI agents could reduce the direct influence of individual personalities, they’ll still rely on influencer-generated content to inform recommendations. An influencer’s glowing review of a product’s texture, fit, or usability might determine whether it’s recommended by an AI assistant. The role of influencers may shift toward creating qualitative insights that feed into these systems, rather than driving direct sales.
A New Role for Retail Websites
The rise of AI agents also challenges traditional retail websites. For years, these sites have been the primary digital interface for consumer engagement. But for routine purchases, AI agents may render them less relevant. Instead, retailers might focus on providing robust microservices—product data, order management, and transaction capabilities—that AI platforms can seamlessly integrate. Websites will likely remain vital for discovery and storytelling, but their role may shift to moments where inspiration and trust-building are paramount.
A Revolution, Not Just an Evolution
While AI shopping assistants hold immense promise, their adoption won’t happen overnight. Today’s tools remain in their infancy, with clunky interfaces and limited functionality. But if history is any guide, refinement will come quickly. The first iPhone lacked an app store and struggled with basic web browsing, yet it evolved into a cornerstone of modern life. AI agents are likely on a similar trajectory. As they improve, they’ll transition from niche novelties to indispensable tools, reshaping how consumers and brands interact.
Retailers and brands that prepare now will have a decisive advantage. This means rethinking advertising strategies, forging partnerships with AI platforms, and investing in the systems needed to deliver accurate, compelling product information to these agents. The clock is ticking, and the stakes are high.
In the end, AI shopping assistants represent more than just a step forward in commerce—they’re a revolution in the making. Much like the iPhone, they have the potential to define the next era of retail. Those who adapt and embrace this change will thrive. Those who resist risk being left behind.
Jason “Retailgeek” Goldberg has been a Forbes contributor since 2018, covering commerce, retail, and shopper marketing. He’s covered commerce topics including public retailers’ earning reports, US Department of Commerce retail forecasts, and emerging trends in e-commerce, social commerce, and the impact of artificial intelligence on retail. Read More
American small businesses could struggle as Meta’s latest update changes the advertising landscape. Here’s how to pivot your efforts to thrive instead.
On January 31, 2025, Meta will deliver another blow to advertisers. 😩
Talk about a happy new year. 🥂
Meta has already started eliminating the ability to set new detailed targeting exclusions as of July 15, 2024. However, beginning Jan. 31, existing campaigns using these exclusions will stop delivering altogether.
Imagine running ads with no way to exclude audiences that will not buy.
This change feels like yet another chapter in Meta’s ongoing playbook of: “Give me your credit card info, and trust me, bro.” 🤑
In this article, I’ll explain why this is happening and, more importantly, what you can do to stay ahead. But before we get into it, here’s a bit about me and why this will be worth the read.
Quick Intro
If you’re new here, my name’s Lester, but call me Les. 👋
I’m a founder with a successful exit and currently the executive chairman of a group of e-commerce brands. I’m an award-winning performance marketer at my core, and spotting trends is what I do best.
Over the years, my team and I have spent tens of millions of dollars on the Meta marketing platform. It’s safe to say I know a thing or two about how it works.
How we got here
Before we jump into what you should do, we need to understand how we got here.
If we’re being philosophical about Meta’s latest targeting announcement, this traces back to Sept. 16, 2020, the day Apple announced the infamous App Tracking Transparency. But as marketers call it, the “iOS 14 update.” 😖
The iOS 14 update, with its App Tracking Transparency feature, significantly impacted Meta advertising by limiting the ability to track user behaviour across apps and websites, which reduced ad targeting effectiveness and increased customer acquisition costs due to a lack of granular data for personalization and optimization.
Since that day, targeting the right audiences for your product or service has been challenging and inconsistent.
iOS 14 was a major shake-up. It brought in new features that changed everything. And Meta’s response?
The classic “trust us” agenda. 👉👈
Since then, Meta has seen impressive revenue growth that has pleased shareholders. But marketers? Not so much when it comes to ad performance. I would tell you what they’re saying, but Aly (my editor) said I’m not allowed to swear. 🤐
Over the years, advertising platforms like Google and Meta have increasingly leaned into AI, turning marketing into more of a black box. I’m not a fan. 😒
I think I speak for most marketers when I say: “I trust you, but only when I’m in control.”
What this means for advertisers like you
As this update takes full effect, advertisers will lose the ability to exclude audiences who don’t fit their criteria. This change adds another layer of difficulty to an already challenging advertising landscape.
Here’s why. Imagine I sell red wine. My campaigns target people interested in red wine, but I also target related interests like steakhouses, steaks, events, magazines, and influencers that red wine lovers follow. 🍷
But here’s the thing: I only sell red wine. Based on customer behaviour, if someone likes white wine, they won’t like my red wine. So, I don’t want that segment to even see the ads because they won’t purchase.
Ideally, I’d exclude white wine drinkers altogether, ensuring my marketing dollars target those more likely to convert. 😩
See why this matters? This change can make marketing less effective, resulting in higher customer acquisition costs for small businesses.
What you can do
This situation is less than ideal as small businesses continue to feel the pinch from the economy, high interest rates, etc.
Inefficient marketing campaigns are the last thing we need. 😮💨 But there is something we can do.
On Meta’s Platform
Focus on using first-party data to build audiences and exclusions. In my example of selling red wine, I’d create exclusions by testing creatives that call out specific audiences, like “For red wine lovers only.” 📢
Use more lookalike audiences of buyers to help Meta understand who your customers are.
Off Meta’s Platform
Lean heavily into channels you own, like email and SMS. Think of your efforts as omni-channel rather than Meta-specific. Engage your audience through different touchpoints before they make a purchase. 📨 Brands of the future will be content-first.
My two cents
Meta continues to find new ways to limit the effects of iOS 14 and improve ad performance. But I’d be lying if I said the growing pains don’t hurt.
As the saying goes, when one door closes, another one opens. While it’s easy to blame Meta or Apple, that doesn’t serve us. Instead, we should see this as an opportunity to adapt and innovate.
In times like these, good companies are born, and great ones thrive. 🚀
And they do this by doubling down and connecting with their audiences.
Content marketing generates three times the leads of outbound marketing while costing 62% less.
Now is the time to lean into creating more value for customers. Focus on delivering value through content and authentic engagement on channels you own, like email and SMS. 🤓☝️
The more value you provide, the less you’ll be at the mercy of algorithm changes. Build stronger relationships, enhance the customer experience, and engage with your audience in ways that foster trust and loyalty.
When you own the connection with your audience, the algorithm becomes irrelevant.
😇 Hope this helps; I’m rooting for you.
P.S. Want more data-driven marketing insights? Sign up for my free newsletter, No Fluff Just Facts. I share what’s working in the world of digital marketing, the latest trends, and the occasional pep talk to keep you inspired. If this sounds like your jam and you wanna be besties forever, click here to sign up. It’s totally free.
Feature Image Credit: CFOTO/Future Publishing via Getty Images
Marketing and advertising focus on promoting products and services, but they do it in different ways.
Marketing and advertising share some similarities, but they have different goals and objectives. Marketing builds brand awareness and offers a perceived value, while advertising promotes a product or service. Learn how marketing and advertising work, how they differ, and how to use both strategies in your business.
What is advertising?
Advertising involves paying to promote a product or service to reach individuals who are the most likely to use it. Advertising focuses on acquiring customers and driving sales. Traditionally, businesses advertised on billboards, TV, and in mailers and magazines. Today, a lot of advertising occurs online through social media, websites, search engines, and emails.
An ad includes a message that’s tailored to a specific target audience. Besides generating sales, advertising makes it possible for a business to differentiate itself from its competitors and gather valuable data about its audience.
Every business must develop a personalized strategy that integrates marketing and advertising to achieve its goals.
What is marketing?
Marketing refers to activities a company undertakes to attract its target audience to its products or services and deliver value to those consumers. Most companies do this by creating high-quality content that provides a compelling benefit to their audience.
Effective marketing entails deeply understanding your audience and what they’re looking for. When you understand your consumers’ wants and needs, you can demonstrate the value your product or service provides in the places where your audience spends most of their time. Some of the primary types of marketing include the following:
Social media marketing: Businesses market to their customers using social media channels like Facebook, Instagram, X (formerly Twitter), or LinkedIn.
Content marketing: Businesses create informative blog posts to rank higher in search engines and attract their ideal clients to their websites.
Video marketing: Video marketing involves creating and publishing informative videos for your target audience.
Email marketing: Businesses market to their target customers through weekly newsletters and promotional emails.
Differences between advertising and marketing
Although there are some similarities between advertising and marketing, they aren’t the same thing. Both involve different goals, responsibilities, and techniques. Here are some of the main differences between the two:
Goals: The primary goal of marketing is to create and deliver value for the target audience. Businesses can bring in new sales and create long-term customers by providing value. Advertising strives to persuade consumers to take a specific action, mainly to buy a product or service.
Activities: Marketing involves a wide range of activities, including market research, product development, developing pricing systems, and tracking the return on investment (ROI). Advertising involves pitching ad strategies, creating ad copy, and tracking and monitoring the performance of campaigns.
Channels: Marketing and advertising use different methods to reach their respective goals. Marketing can employ a variety of efforts, like blog posts, social media posts, and search engine optimization (SEO), to attract more customers to the business and provide an incentive (e.g., information, a free trial, etc.) to the consumer. Advertising traditionally focuses on paid ads, like digital advertising, native ads, and print advertising, to persuade consumers to buy.
Success: Marketers measure success through key performance indicators like sales revenue, ROI, conversion rates, and brand awareness. Advertising measures success based on ROI, cost per acquisition, engagement metrics, and return on ad spend.
How to integrate advertising and marketing
Every business must develop a personalized strategy that integrates marketing and advertising to achieve its goals. For instance, advertising can’t exist without a high-level marketing strategy that outlines critical elements like brand positioning and defines the target audience.
To formulate an effective, integrated strategy, assess your marketing and advertising goals. Are they aligned with your overarching business goals? Is your messaging and branding consistent across all of your marketing and advertising channels?
Create integrated campaigns that leverage multiple mediums. For example, campaigns can include a mix of social media advertising, email marketing, and content marketing supplemented with print, radio, or TV advertisements. Use data to measure the impact of these campaigns and total ROI.
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New channels like Twitch, podcasts, and the creator economy are outperforming conventional advertising
Democrats spent $460 million more on traditional advertising promoting Vice President Kamala Harris than Republicans spent bolstering former President Donald J. Trump. The fact that they still lost indicates a change in what type of content nudges people in one direction or another.
Rather than relying on standard paid media, the strategy behind Trump’s campaign was a decisive shift toward alternative media—platforms like podcasts, Twitch, and influencer networks—that let him tap into an electorate disillusioned by traditional media outlets.
It’s telling that a recent survey suggests most U.S. adults think there are too many political ads on TV during presidential campaigns.
As Paul Dyer, chief executive of creative agency Prompt, put it, the Democrat’s strategy was to lead with paid media, while the Republicans started with earned media.
Trump’s October appearance on Joe Rogan’s podcast—three hours of unscripted conversation that racked up 26 million views in 24 hours, per Newsweek—was a key moment. During the episode, he also made 32 false claims, per CNN. Trump also embraced the creator economy, teaming up with figures like Jake Paul, whose Instagram video with Trump in a playful moment amassed over 1.5 million likes.
“If you’re getting three hours with someone on a podcast, that’s not the same as reaching them with a 20-second ad,” said Jeremy Goldman, sr. director of the marketing, retail, and tech briefings, Emarketer. “You craft a winning strategy for somebody who has a whole lot less to spend, you would certainly lean into these [platforms].”
Trump’s campaign also tapped into Twitch, a platform rooted in gaming, to reach younger, digitally savvy voters. By streaming rallies and speeches, he bypassed conventional political coverage and found an audience that might otherwise tune out. Even as some criticized the platform’s use for political messaging, his campaign showed a keen adaptability to the digital age.
Trump’s unfiltered approach on these platforms struck a chord that traditional media couldn’t. Contender Harris also tapped into these newer avenues, but Trump’s strategy, sources told ADWEEK, played a role in his bid for the presidency.
Reinforcing brand identity
Trump’s shift to newer media platforms over traditional outlets fits seamlessly with his longstanding, combative relationship with the press, one that’s been fraught since the 2016 election.
“He made no secret of the fact that the media was his enemy,” said Becca Lewis, former research analyst and postdoctoral researcher at Stanford University.
This strategy also aligned with Trump’s anti-establishment brand, resonating with voters disillusioned by traditional institutions.
“If you think about the leading Twitch live streamers or podcast voices, this is essentially a way to show you’re against mainstream media,” said Goldman.
Unlike the polished appearances typical of traditional media, these platforms provided viral, shareable moments that sparked engagement with Trump’s base and spread rapidly.
“Ultimately, playing it safe sometimes winds up being the less safe option,” Goldman said.
Podcasts fill a void
One of Trump’s biggest hits is the Joe Rogan podcast, which, according to Lewis, reflects the shifting media landscape. As traditional outlets become more fragmented, she said, large swaths of the public have turned to platforms like Rogan’s, bypassing established networks like CNN.
“A lot of podcasters tap into that resentment, but then offer up these that either stoke racialized and gendered grievances or offer conspiracy theories,” she said.
This shift is further fuelled by the decline of local news outlets, many of which have been swallowed up by conglomerates, leaving behind a void in community-centered reporting—something audiences are now finding in spaces like podcasts.
“There’s much less media coverage that’s actually tackling people’s real, lived, material experiences,” Lewis said, “and it becomes much more of this personality-driven, horse-race, kind of team-player, sports-style coverage.”
A move to target new voters
Trump’s use of newer platforms didn’t just cater to his base—it also effectively targeted younger demographics, including many first-time voters, according to Goldman. According to Edison Research’s Infinite Dial Report, 59% of Americans between the ages of 12 and 34 were listening to podcasts in January 2024, a 4% increase from the previous year.
“In 2016, some of these people weren’t able to vote,” he said, noting that engaging these younger voters on the platforms they frequent gave the impression that Trump was “with it” and in touch with their world.
“You could make a strong case that you’re catering to first-time voters who are more likely to turn out,” Goldman added.
Harris vs. Trump
In the opposing camp, Harris, who could have become the first woman and woman of colour to hold the presidency, also tapped into newer media platforms, including appearances on Alex Cooper’s Call Her Daddy podcast. She also showed up on Saturday Night Live the weekend before Election Day.
While Harris used these outlets to connect with younger, more diverse voters, Trump’s inflammatory rhetoric and unpolished remarks worked to his advantage, which—for better or worse—helped him garner significant earned media, especially on podcasts.
“He didn’t worry about putting his foot in his mouth, which kept his media presence unpredictable and entertaining,” said Goldman.
Harris, on the other hand, struggled to match Trump’s ability to be off the cuff.
“There was never that same sense that she was able to generate—around being authentic and off-the-cuff,” said Lewis. Still, “it’s important to stress that there’s different gendered and racialized expectations around what counts as authentic and who’s able to meet these expectations.”
Feature Image Credit: ADWEEK; Getty Images, Twitch, X
The e-commerce landscape is in a perpetual state of evolution, requiring brands to continuously adapt their strategies to effectively reach and engage consumers.
While traditional advertising channels still hold relevance, digital platforms, including retail media networks (RMNs), are experiencing unprecedented growth and reshaping the marketing landscape. Global e-commerce sales are projected to pass $6.3 trillion this year, underscoring the immense growth potential within this space.
In this digital ecosystem, RMNs are emerging as a formidable force, presenting brands with a powerful new avenue to connect with consumers and drive sales. For example, my company worked with a CPG giant to discover a previously untapped and highly valuable customer segment—health-conscious millennials with a penchant for eco-friendly products—using retail media strategies. This newfound audience ultimately unlocked a significant sales increase for the brand, showing the transformative power of RMNs.
Retail Media Networks: Taking E-Commerce Advertising By Storm
RMNs are changing e-commerce advertising by strategically connecting brands with potential customers when their purchasing intent is highest. Hosted by major retailers such as Amazon, Walmart and Target, these advertising platforms provide more precision and effectiveness compared to traditional advertising’s approach. (Disclosure: My company works with Amazon and Walmart.) RMNs offer focused targeting capabilities, ensuring messages reach and resonate with the most receptive audience.
The benefits for brands extend beyond increased visibility. RMNs unlock a wealth of data, granting access to in-depth shopper insights, purchase behaviour patterns and conversion analytics. This type of information allows brands to identify previously unseen niche audiences. Even brands like Home Depot are entering the RMN space, creating highly specialized advertising opportunities for specific industries.
Amazon has been at the forefront of the RMN revolution. The company’s expansion into advertising has solidified its position in the digital advertising landscape. Amazon’s recent announcement of 24% growth in its advertising unit, reaching $11.8 billion in ad revenue for the first quarter of 2024, further solidifies its dominance.
The Evolving Consumer Journey: A Maze Of Touchpoints
I think the rise of RMNs reflects a shift in consumer behaviour. Traditionally, marketers mapped a clear-cut consumer journey with distinct phases like awareness, consideration and purchase.
However, the lines are becoming increasingly blurred. Social media platforms like Instagram are now heavily influencing purchase decisions, making the consumer journey more of a labyrinth than a linear path. A potential customer might see a viral recipe video that features your brand’s olive oil, then head straight to Amazon to buy it—all within minutes.
According to eMarketer: “Advertisers still view social media as a discovery medium and retail media as a conversion-driver. But both platforms are ‘potentially full-funnel,’ according to Liz Cole, executive director and US head of social at VMLY&R.” This perception underscores the need for a more integrated approach that leverages the strengths of both platforms to optimize the customer journey.
This interconnected web of online channels demands brands take a marketing approach with partners who can take a holistic view of their budgets, strategically deploying various levers—from RMNs to social media campaigns and influencer marketing—to achieve optimal results. Today’s successful brands understand the power of weaving a cohesive narrative across all digital touchpoints to truly resonate with consumers. Gone are the days where simply listing a product on an online marketplace sufficed.
Best Practices
Retail media networks offer a powerful opportunity for brands to connect with highly targeted audiences at the point of purchase. However, navigating the complexities of RMNs can be challenging for many companies.
To maximize the potential of RMNs, brands should:
1. Establish clear objectives and define goals. Are you aiming to increase brand awareness, drive sales or gather customer insights? These objectives will guide your strategy and help you measure success.
2. Leverage first-party data. RMNs provide access to valuable first-party data, such as shopping history and demographics. Utilize this data to create highly targeted campaigns that resonate with your ideal customers.
3. Experiment and optimize. Retail media is a dynamic landscape. Don’t be afraid to experiment with different ad formats, placements and messaging.
4. Continuously monitor performance and make adjustments to optimize your campaigns.
5. Track KPIs to measure the effectiveness of campaigns. Analyse the data to identify areas for improvement and inform future strategies.
By addressing these key factors and overcoming challenges such as complexity, limited inventory and data privacy concerns, companies can effectively utilize RMNs to drive sales, build brand awareness and gain valuable insights into their target audience.
The Future Of Retail Media: A Story Still Being Written
The future of retail media is brimming with possibilities. As e-commerce continues its meteoric rise, I think RMNs will become an even more essential tool for brands to connect with and convert consumers. Their combination of data-driven insights and targeted advertising capabilities empowers brands to navigate the changing e-commerce landscape with confidence and precision.
