In her latest ExchangeWire column, Shirley Marschall ponders on the complexities of the advertising funnel, and the need to simplify the ad tech stack. You thought you were running the funnel? You’re ...

As AI agents increasingly act on behalf of buyers, marketers must shift from persuasion to visibility, structuring content, ...

Marketers’ traditional funnel-shaped operating model has been completely upended by the evolving and expanding world of ecommerce. Where customers used to move through an orderly progression of steps ...

In the marketing world, we know how difficult it is to manage conversion; we provide so much attention to the quick projects and get distracted by immediate numbers that sometimes we forget to take a ...