The IAB is positioning connected TV (CTV) as a performance channel, releasing its first guidelines on using conversion APIs (CAPI) to achieve this. Marketers are increasingly viewing CTV like search — combining targeting, brand building, and measurable results. See infographic.

In 2026, according to the latest research from Gartner, disruption is accelerating, and AI is no longer optional. The technology is sprinkled throughout the list in various forms, from multi-agent systems to physical AI, driving Gartner’s list of the most strategic technology trends for 2026.

Most social media marketers use AI tools, but fewer than half report major efficiency gains, according to Emplifi’s State of Social Media Marketing 2026 report, based on insights from over 500 marketers. Download the full report here, but in this post, we’ll take a look at some of the key notes.

As the social influence of creators, influencers and product fans continues to grow, marketers are using these players to boost campaign effectiveness and build brands on social networks, a topic explored in our new report. We examine three award-winning case studies from Kraft Heinz, KPN, and Apple to uncover how UGC is delivering for brands.

The lifespan of a multichannel campaign can be extended through careful media planning while ads are on air, new research has found. Thinkbox, the UK body for commercial television, partnered with Tapestry Research to explore decay in purchase intent after a campaign has concluded – and the role of channel selection in slowing that decay.

Brand loyalty is often less influenced by emotional connection than by pragmatic considerations like convenience and situational need, according to new GWI research conducted on behalf of Razorfish.

Podcasters succeed by building trust, according to Acast’s Podcast Pulse 2025. Journalists and podcasters are equally trusted by 33% of consumers, ahead of YouTubers (31%), influencers (28%), and celebrities (25%). While 75% don’t see podcasters as influencers, 84% say a podcaster has changed their mind, and 70% have considered a new brand based on a podcast recommendation.

S4 Capital reported a 6.9% drop in net revenue for the third quarter to 167 GBP with an organic revenue shortfall of 4.4%. Results were below expectations, and company shares were down more than 7% in midday trading.

Omnicom Group has responded to reports that it plans to retire the DDB agency brand following its $13.5 billion acquisition of Interpublic Group, which is expected to close by the end of November. The company did not confirm or deny the reports, but said it is evaluating its agencies ahead of the deal closing.

Chief executive officer of WPP, Cindy Rose acknowledged the network’s poor performance as Q3 revenue dropped YoY and like-for-like (LFL), with revenue less pass-through costs also down.