News – Page 13 – Attention Media

Marketers are drowning in data but starving for insight

Source: The 2026 Marketing Intelligence Report Marketers have more data than ever and an expanding suite of tools to work with — yet many are still flying blind. According to “The 2026 Marketing Intelligence Report” (registration required) from marketing intelligence platform Funnel and Ravn Research, 72% of in-house marketers and 55% of agency marketers say they’re overwhelmed …

Why quality management is the partnership martech can’t ignore

As martech practitioners straddle the line between marketing and IT they take on work that touches both worlds. Quality management — including quality assurance (QA) and user acceptance testing (UAT) — is one of those disciplines where practitioners provide significant value no matter where they sit on the org chart. Martech is a team sport …

The Vibe Marketing manifesto

The term “Vibe Marketing” emerged in February 2025, when OpenAI co-founder Andrej Karpathy described “vibe coding” as fully embracing the vibes and letting AI handle the technical details, while humans focus on the creative direction. The concept grew since then. According to Exploding Topics, searches for “Vibe Marketing” increased nearly 700% in the past year, …

Stronger targeting starts with aligned personas and ICPs

Many B2B marketers build strong ideal customer profiles (ICPs), but an ICP alone can’t explain why individual buyers act. To create targeted campaigns that convert, you need the ICP for focus and the persona for message — and both must work together inside the martech stack. Why strong ICPs still fall short in practice It’s …

GA4’s Advertising Snapshot shows why last-click attribution no longer fits AI-led journeys

Many teams still judge channel performance based on last-click results. That once made sense in a simpler search world where users moved quickly from query to website to conversion. But that model no longer reflects today’s behavior, and GA4 makes that gap more visible as AI-led search, multiplatform browsing and multimodal decision-making reshape the user …

IAB Tech Lab introduces new CTV ad formats, updates programmatic guidance

The IAB Tech Lab has unveiled a new CTV Ad Portfolio and a major update to its Guide to Programmatic CTV, aiming to bring much-needed clarity and consistency to a fast-growing — and often fragmented — part of the digital advertising landscape. The portfolio outlines six core ad formats for connected TV: Pause, Menu, Screensaver, …

How to speed up AI adoption and turn hype into results

Every generation believes its breakthrough technology will change everything overnight. The computer. The internet. The smartphone. Today? Generative AI. Each wave begins the same way: visible transformation, invisible results. Leaders feel the shift in their daily work, yet productivity numbers stay stubbornly flat. In the 1980s, economist Robert Solow captured this tension perfectly: “You can …

Why AI content strategies need to focus on tasks not transactions

AI chat assistants are not being used the way many marketers expect. Instead of acting as shopping tools or search engines, they function primarily as support systems for cognitive tasks — writing, planning, analyzing and learning, according to a report by AI SEO agency Dejan. In 2026, optimizing for AI means understanding how users actually …

What’s the state of the enterprise B2B buyer?

For years, buying enterprise tools and tech followed a fairly predictable playbook. Enterprise buyers started their research on Google and consulted peers and colleagues. They downloaded content assets and attended events or webinars. All of that activity put buyers on the radar of the vendors and put into motion their sales and marketing efforts. AI …

How to use CTV to strengthen your ABM strategy

ABM is a proven marketing approach that has been a viable option for targeting B2B brands (and their purchasing committees) for decades. CTV is one of the newer marketing channels around and adoption, especially for B2B brands, has been modest enough to stave off the rapidly inflating engagement costs of channels like Google, Meta and …