Profitability is ‘the degree to which a business is effectively yielding financial outcomes’. It is perhaps the most important metric in marketing today given that 78% of respondents to Forrester’s latest CMO Pulse Survey said that due to A.I they “will be expected to do more with a smaller budget.”

According to Don Draper, advertising is based on one thing: happiness. That lesson still holds true even with the advent of addressable media, data science, adtech, martech, and now GenAI. We advertisers still strive to make our clients and their customers happy using advertising to inform, delight, entertain, and ultimately capture more market share. But this happiness is no longer led by martini-fueled lunches and swag; it’s based entirely off of data.

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With purse strings tightening worldwide, getting the most ‘bang for your buck’ has never been more important – especially when it comes to marketing. The first to have its head on the block when budgets are slashed, marketing is fighting for its place on the table, and proving channel incrementality has become a necessity.

Last week I had the chance to attend the TikTok World conference in Manhattan, where we got a sneak peek at what’s in store for TikTok, including a host of new solutions and products that’ll both drive real business impact and help advertisers break through with audiences.

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While attending the Google Next Conference last month I was inundated with the truth about GenAI and what it actually means for us as marketers. Sure, the capabilities and possibilities are rife , but we can’t forget to be realistic and take GenAI at face value. To quote one of the speakers “GenAI skills are comparable to a college intern” – and you wouldn’t let an intern dictate your entire strategy would you…