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# Incubeta: Outperform Marketing

## Sitemaps
[XML Sitemap](https://incubeta.com/sitemap_index.xml): Includes all crawlable and indexable pages.

## Posts
- [Incubeta Deepens Global Leadership Bench with Four Executive Moves](https://incubeta.com/news-and-resources/incubeta-deepens-global-leadership-bench-with-four-executive-moves/): Incubeta has announced a series of executive leadership appointments designed to accelerate its next phase of growth, including the promotion of Amy Crowther to CEO, Americas. The appointment completes a leadership transition initiated last year and accompanies three additional executive appointments that strengthen Incubeta's global leadership team across the Americas, APAC and the group's commercial function.
- [Does AI Make Brand Building Less Important?](https://incubeta.com/news-and-resources/does-ai-make-brand-building-less-important/): Does AI make brand building less important these days? No. In fact, the opposite is true, argues Paul Ruscoe, VP of Marketing Intelligence at Incubeta.
- [Beyond Static Campaigns: The Future of Creative Production in MENA](https://incubeta.com/news-and-resources/future-of-creative-production-mena/): The MENA region moves fast and standard approaches to creative production are facing friction.
- [How to Unlock Creative Impact and Growth](https://incubeta.com/news-and-resources/how-to-unlock-creative-impact-and-growth/): In an independent research study commissioned by Incubeta among sector executives, creative performance emerged as the single highest area of confidence across all six organizational pillars measured. Specifically, 77% of marketing leaders state they are confident in the effectiveness of their creative assets - outranking measurement precision, AI adoption, agility, integration, and overall ROI. However, a structural contradiction exists between this high level of confidence and the operational mechanisms used to optimize and validate creative performance.
- [Incubeta Expands Google Capabilities with Agreement to Acquire XPON’s GMP and GCP Business](https://incubeta.com/news-and-resources/incubeta-expands-google-capabilities-with-agreement-to-acquire-xpons-gmp-and-gcp-business/): The agreement for this acquisition deepens Incubeta’s Google capabilities, adds specialist talent and sharpens its position as one of APAC’s leading digital marketing partners
- [Is Your Marketing Dashboard Really Telling the Full Story?](https://incubeta.com/news-and-resources/is-your-marketing-dashboard-really-telling-the-full-story/): When every number is up, and revenue is still going nowhere, the problem isn’t your campaigns. It’s the architecture of truth you’re building them on.
- [Incubeta is Powering the UK’s First Wave of ChatGPT Ads](https://incubeta.com/news-and-resources/incubeta-is-powering-the-uks-first-wave-of-chatgpt-ads/): As conversational AI becomes deeply integrated into daily habits, the mechanics of how brands reach audiences must evolve alongside it. Incubeta has announced its position as one of the first agencies to actively deploy ChatGPT ads within its portfolio of leading UK brands. This marks a transition from traditional query-matching to navigating a new era of conversational intent.
- [Inside Google Marketing Live 2026](https://incubeta.com/news-and-resources/inside-google-marketing-live-2026/): The announcements at Google Marketing Live 2026 served as a clear reaffirmation of the strategic trajectory we have been tracking closely over the last six months through major industry moments like Google Cloud Next 2026 and our own research report, "The Marketer's Confidence Paradox". This year, Google showcased a significant stride toward maturity in automated marketing, transitioning the conversation away from manual execution and into strategic orchestration. With Gemini establishing itself as the operating system driving this ecosystem, the core mission of advertising remains unchanged: connecting people with the answers, products, and inspiration they need. What has fundamentally changed is how this happens.
- [From AI-Invisibility to AI Authority: Scaling Brand Authority in the Age of Answer Engines](https://incubeta.com/news-and-resources/from-ai-invisibility-to-ai-authority-scaling-brand-authority-in-the-age-of-answer-engines/): The digital landscape has officially moved past the discovery phase. We are no longer in the business of "ranking"; we are in the business of Answer Engine Optimization (AEO).
- [After Google Cloud Next: Are You an Architect or a Renter?](https://incubeta.com/news-and-resources/after-google-cloud-next-are-you-an-architect-or-a-renter/): The headline story from Google Cloud Next 2026 was one of incredible progress, highlighted by the launch of the Agentic Enterprise and powerful new tools like the Gemini Enterprise Agent Builder. More than just a showcase of new technology, these announcements collectively signal the emergence of a new and fundamentally different competitive landscape.
- [Incubeta Releases New Report: The Marketer’s Confidence Paradox](https://incubeta.com/news-and-resources/incubeta-releases-new-report-the-marketers-confidence-paradox/): We are entering an era where the rules of marketing are being quietly rewritten - not by tools, but by how decisions are made. In Incubeta's latest research report "The Marketer's Confidence Paradox" - conducted among marketing leaders in Retail and eCommerce - it's revealed that while 70.4% of marketing leaders are confident their budgets are deployed effectively, 41.6% acknowledge a significant portion of that investment fails to deliver its full value. Incubeta’s research explores the gap between perceived performance and real growth, providing a roadmap to bridge the divide.
- [From Search to Delegation: Navigating the Rise of Agentic Commerce](https://incubeta.com/news-and-resources/from-search-to-delegation-navigating-the-rise-of-agentic-commerce/): The retail landscape is currently undergoing a fundamental rewrite of its foundational marketing rules. We have moved beyond the era of the "endless scroll" and entered the age of Agentic Commerce.
- [Consumers Ahead. Brands Behind.](https://incubeta.com/news-and-resources/consumers-ahead-brands-behind/): Leila Katrib, Chief Creative Officer at Incubeta, explores why a shift from static campaigns to adaptive creative systems is a lever for growth in the MENA region. As consumer behaviors fragment and evolve, she outlines how brands can navigate this complexity to deliver results that outperform.
- [Clicks & Prompts: What the Future of AI-Driven Discovery Means for Brands](https://incubeta.com/news-and-resources/clicks-prompts-what-the-future-of-ai-driven-discovery-means-for-brands/): Consumers are increasingly shifting toward more instant, AI-powered prompt interactions, where they receive direct answers and solutions without needing to click through multiple links or websites. This shift marks a fundamental change in how people discover information, evaluate options, and make decisions online.
- [Why Brands Need to Own Their Marketing Intelligence in the AI Era](https://incubeta.com/news-and-resources/why-brands-need-to-own-their-marketing-intelligence-in-the-ai-era/): Search as we know it has changed drastically. While Google remains central to how people discover information, products, and brands - the experience is very different today than it was just a few years ago. What has changing is the experience of discovery and the expectations that come with it. Consumers increasingly expect fast, direct, and relevant answers, often shaped by AI-driven experiences embedded across the platforms they already use. For marketers, the challenge is no longer just visibility - it's influence.
- [Incubeta Appoints Adam Woods as Global Chief Product Officer](https://incubeta.com/news-and-resources/incubeta-appoints-adam-woods-as-global-chief-product-officer/): Incubeta announced the appointment of Adam Woods as Global Chief Product Officer. The newly created role accelerates Incubeta’s global product leadership as the company continues to invest in AI-driven capabilities and scale its Seamless Technology portfolio across markets.
- [What Google is Changing for Digital Advertising and Commerce in 2026](https://incubeta.com/news-and-resources/what-google-is-changing-for-digital-advertising-and-commerce-in-2026/): In her third annual letter, Google’s VP and GM of Ads & Commerce, Vidhya Srinivasan, outlines how commercial experiences are being reimagined for 2026. Across Search, YouTube, and shopping infrastructure, AI is reshaping how consumers discover, evaluate, and purchase - with a focus on making experiences more fluid, assistive, and personal.
- [Inside Google’s ‘Rethink ROI’ Conference: AI, Incrementality, and the Future of Profitable Growth](https://incubeta.com/news-and-resources/inside-googles-rethink-roi-conference-ai-incrementality-and-the-future-of-profitable-growth/): The central theme of Google’s ‘Rethink ROI’ conference was clear: AI is reshaping demand creation, and measurement must evolve to reflect that shift.
- [Redesigning Marketing Operations for the AI Era: In Conversation with Jonathan Greene](https://incubeta.com/news-and-resources/redesigning-marketing-operations-for-the-ai-era-in-conversation-with-jonathan-greene/): How is AI changing the way marketing teams structure their creative and media workflows today?
- [Incubeta Launches New Agentic AI Products to Help Brands Understand What Truly Drives Marketing Performance](https://incubeta.com/news-and-resources/incubeta-launches-new-agentic-ai-products-to-help-brands-understand-what-truly-drives-marketing-performance/): Incubeta announced the launch of new agentic AI tools: Creative Performance Index (CPI) and OutperformBI. The products help brands move beyond static dashboards and subjective decision-making to gain clearer insight into what is actually driving marketing performance across different channels.
- [Tomorrow’s World: 5 Takeaways for Building Marketing Systems That Outperform in 2026](https://incubeta.com/news-and-resources/tomorrows-world-5-takeaways-for-building-marketing-systems-that-outperform-in-2026/): Marketing leaders are expected to deliver growth in environments that are becoming increasingly difficult to navigate and control. Media costs continue to rise, consumer behavior is shifting rapidly, and measurement is getting more complex -all while digital platforms become more automated. At the same time, many teams are under pressure to adopt AI without a clear view of how it delivers sustained business value.
- [Monetizing the Chat: OpenAI Introduces Ads to ChatGPT](https://incubeta.com/news-and-resources/monetizing-the-chat-openai-introduces-ads-to-chatgpt/): OpenAI has announced that it will begin testing advertising within ChatGPT, starting with its Free and newly-launched “Go” tiers. It’s a notable moment: for the first time, paid media will sit inside one of the most widely used large language model interfaces, directly adjacent to answers, recommendations, and decision-making.
- [The Next Era of Shopping is Agentic](https://incubeta.com/news-and-resources/the-next-era-of-shopping-is-agentic/): The future of shopping is no longer about searching. It’s about delegating.
- [Rethinking Marketing Measurement: From Reporting to Real Impact](https://incubeta.com/news-and-resources/rethinking-marketing-measurement-from-reporting-to-real-impact/): To make better marketing decisions in today’s environment, measurement needs to evolve beyond reporting activity and efficiency. The most meaningful frameworks focus on understanding what genuinely drives incremental value, not just which channels or tactics appear to perform well on the surface. This means looking beyond volume alone to assess the quality of outcomes marketing creates: sustainable demand, higher-value customers, and long-term profitability. When measurement can distinguish true impact from coincidence, it becomes a tool for progress rather than retrospection, giving marketers the clarity they need to invest with confidence in increasingly complex systems.
- [How Google Is Redefining Discovery in an AI-First World](https://incubeta.com/news-and-resources/how-google-is-redefining-discovery-in-an-ai-first-world/): With its latest announcement, Google is introducing a set of new tools designed to help advertisers ensure their products remain visible and competitive as traditional search continues to decline. While Google Ads campaigns were already able to surface within conversations in Gemini and AI Mode, this new suite of tools significantly expands those opportunities. This announcement marks a defining moment for agentic commerce - similar to the early days of the web, when foundational protocols like HTTP quietly enabled scale - signaling that the infrastructure layer of the agentic age is now beginning to take shape. Although this direction may not come as a surprise, the “how” is important to consider; that is, how exactly is Google planning to deliver agentic commerce at scale for its extensive network of retail partners? 
- [Intelligent Creative vs. Infinite AI Content: How to Win in 2026](https://incubeta.com/news-and-resources/intelligent-creative-vs-infinite-ai-content-how-to-win-in-2026/): AI has changed the speed and scale of creative production forever. That part is done. Assets that once took days can now be generated in minutes. But speed isn’t a strategy.
- [How To Navigate the Compressing User Journey in 2026](https://incubeta.com/news-and-resources/how-to-navigate-the-compressing-user-journey-in-2026/): The familiar funnel that once guided marketing strategies no longer reflects how decisions are made online. Today’s consumer journey is fluid, accelerated, and increasingly AI-mediated, with fewer moments, and a far tighter window to influence outcomes.
- [Incubeta Appoints Amy Crowther as President, Americas](https://incubeta.com/news-and-resources/incubeta-appoints-amy-crowther-as-president-americas/): We’re excited to announce the appointment of Amy Crowther as President, Americas, formally initiating the leadership transition that will position her to become the Americas CEO in 2026. Her appointment comes as we continue to deliver strong performance and advance the strategic acquisition of RocketSource, sharpening our focus on AI-driven marketing and helping brands outperform.
- [Under Armour appoints Incubeta to accelerate European growth on Amazon](https://incubeta.com/news-and-resources/under-armour-appoints-incubeta-to-accelerate-european-growth-on-amazon/): We're excited to announce that Under Armour, the sportswear brand and athletic apparel retailer has appointed Incubeta to manage its pan-European Amazon Marketplace account following a competitive pitch.
- [Amazon’s Back (Mostly): What Their Google Shopping Whiplash Really Changed](https://incubeta.com/news-and-resources/amazons-back-what-their-google-shopping-whiplash-really-changed/): When Amazon abruptly left Google Shopping , in late July and then reappeared in many non-U.S. markets by late August, it created the rarest of natural experiments in retail search: a sudden removal (and partial reinstatement) of the category’s single biggest spender. Here’s what really happened, how value giants like Temu and Shein stepped in, what we saw across our clients, and the practical lessons we're drawing from this quick comeback.
- [Incubeta Acquires RocketSource Expanding Human-Centered AI Capabilities](https://incubeta.com/news-and-resources/incubeta-acquires-rocketsource-to-expand-human-centered-ai-capabilities/): Incubeta is pleased to announce the acquisition of RocketSource, a consultancy known for its proprietary frameworks that provide the foundation for AI-driven transformation across marketing data, analysis, and activation. This move expands Incubeta’s human-centered AI offerings and strengthens our ability to deliver measurable, performance-driven marketing results by bringing together machine and behavioral logic supported by proven frameworks.
- [Goodbye Google: What Amazon’s Shopping Ad Exit Means for Search (so far)](https://incubeta.com/news-and-resources/goodbye-google-what-amazons-shopping-ad-exit-means-for-search/): The digital marketing landscape is always shifting, but some changes can have a more immediate and profound impact than others. Amazon’s recent exit from Google Shopping Ads is one such shift—an unexpected move that is already reshaping the competitive terrain.
- [Incubeta Launches AI-Powered Seamless Search on Google Cloud Marketplace to Maximize Search Marketing ROI](https://incubeta.com/news-and-resources/incubeta-launches-seamless-search-on-google-cloud-marketplace/): Incubeta is pleased to announce the launch of our innovative Seamless Search solution on Google Cloud Marketplace. This powerful offering leverages Google's Gemini models alongside Incubeta's advanced proprietary machine learning models to harmonize paid and organic search efforts, driving unprecedented incrementality and optimizing search reach at a scale previously unattainable.
- [Why CMOs Lack Confidence in Their Reporting; and What They Can Do About It](https://incubeta.com/news-and-resources/why-cmos-lack-confidence-in-their-reporting/): Armed with more tools, dashboards, and smart solutions than ever before, it seems almost paradoxical that CMOs are struggling to trust the authenticity of their reporting. But the lack of data integration, KPI alignment, and channel cohesion is causing a confidence crisis and the result is a reporting and measurement ecosystem that’s more reactive than strategic. Initiating a growing disconnect between reported performance and real business impact.
- [Creative Authenticity in a World of AI](https://incubeta.com/news-and-resources/creative-authenticity-in-a-world-of-ai/): In a world where AI is evolving faster than ever, the creative industry finds itself at a crossroad - AI efficiency versus creative originality. Cannes Lions 2025 showed us that real creativity isn’t being replaced—it’s being reimagined. The creative that wins is one that moves people and moves the business - demonstrating authenticity and human-first storytelling.
- [Google Agentspace: Empower Your Business With AI](https://incubeta.com/news-and-resources/google-agentspace/): In today’s digital environment, organizations are inundated with data. Data that is often fragmented across multiple channels, making it challenging to access, interpret, and utilize effectively. To address this, Google has introduced Agentspace, an enterprise AI platform designed to fundamentally transform how businesses connect with and leverage their data.
- [How to Outperform Amidst Changing Search Behaviors](https://incubeta.com/news-and-resources/how-to-outperform-amidst-changing-search-behaviors/): The dominance of traditional search is being challenged by an array of search avenues, from social media platforms such as TikTok, to the conversational intelligence of ChatGPT and the growing adoption of voice search and AI assistants. The landscape is shifting, and establishing visibility and authority in the new digital ecosystem is posing a challenge for many.
- [In-House and Agency: Why the Best Brands Choose Both](https://incubeta.com/news-and-resources/in-house-versus-agency/): For years, marketing leaders have been told they must choose between two paths: build everything in-house or rely on external agencies. But in 2025, the industry is moving past this binary thinking.
- [Incubeta announces Lani Cummins as Managing Director ANZ](https://incubeta.com/news-and-resources/incubeta-announces-lani-cummins-as-managing-director-anz/): We’re pleased to announce the appointment of Lani Cummins as Managing Director of our Australian and New Zealand operations, marking a new chapter for the business as we continue to expand our presence across Australia and the wider APAC region.
- [Achieving Brand Governance: Breaking Down Organizational Silos to Drive Synergy](https://incubeta.com/news-and-resources/breaking-down-organizational-silos-to-drive-synergy/): The term “silo” frequently arises in conversations among marketing leaders when addressing critical brand challenges. Fragmentation breeds inefficiency - and as businesses grow, so do their silos, becoming more entrenched, and more detrimental to a brand’s growth trajectory.
- [From Vanity to Value: Marketing Metrics that Matter to the C-Suite](https://incubeta.com/news-and-resources/marketing-metrics-that-matter-to-the-c-suite/): I’ve come to believe that, irony of ironies, marketing has a communication problem. To be clear, I’m not talking about the creative aspect of the work, rather it’s in how we communicate our impact.
- [Maintaining Brand Identity in the Age of Ultra-Personalization](https://incubeta.com/news-and-resources/maintaining-brand-identity-in-the-age-of-ultra-personalization/): We live in a performance driven world. Every impression counts, and brands are under increasing pressure to focus on individual experiences, rather than exposure to the masses. To achieve this, and outperform, brands need to go above and beyond, creating impactful marketing that delivers real results - but at what cost?
- [Is Sustainable, Profitable Growth a Pipe Dream?](https://incubeta.com/news-and-resources/is-sustainable-profitable-growth-a-pipe-dream/): Every marketing strategy in 2025 has a pillar focused on profitability. In many cases, profitability is an overarching principle, woven across a plan for growth in the year ahead. As businesses look ahead with cautious optimism, every strategic initiative has a pressure on its shoulders to demonstrate a path to return like never before.
- [L’Oréal and Incubeta Partner to Scale Up Data-Driven Solutions in Benelux](https://incubeta.com/news-and-resources/loreal-and-incubeta-partner/): Starting in 2025, L'Oréal and Incubeta are expanding their partnership by naming Incubeta as a strategic data partner for L'Oréal in the Benelux region. This amplified collaboration focuses on integrating and optimizing data flows to enhance data-driven solutions across the region.
- [Advertising Through Uncertain Times: A Sector-Specific Approach for Enduring Impact](https://incubeta.com/news-and-resources/advertising-through-uncertain-times/): With the imposition of import taxes on the horizon, despite what appears to be a pattern of flip-flopping from the White House, the question of market unrest and economic uncertainty inevitably arises.
- [Incubeta Appoints Strategic Talent Leader Lindsay Shirley as Chief People Officer](https://incubeta.com/news-and-resources/incubeta-appoints-new-chief-people-officer/): We're pleased to announce the appointment of Lindsay Shirley as our new Chief People Officer. Bringing over 25 years of HR experience across multiple industries and regions, Lindsay will play a key role in strengthening a dynamic work environment, further solidifying Incubeta’s position as an employer of choice in the digital marketing space.
- [What is Outperform Marketing & How Does it Deliver Business Value?](https://incubeta.com/news-and-resources/what-is-outperform-marketing/): Marketing in 2025 remains complex. Marketers are expected to deliver results with limited visibility, increased competition, and constantly shifting consumer behavior. Fragmented channels, siloed teams, increased ROI demands, and the accelerated pace of technology add mounting pressure to an already demanding role for CMOs.
- [How Data Unification Delivers Brand Performance](https://incubeta.com/news-and-resources/how-data-unification-delivers-performance/): Data unification isn’t just a nice-to-have commodity - it’s a necessity. The size and scope of the marketing ecosystem means brands have data scattered across a multitude of systems and platforms. Not only does this result in incomplete data sets and limited trackability - it makes actioning on data across different marketing channels and disciplines all-but-impossible.
- [Why Creative is ‘The Dark Horse’ of Business Growth](https://incubeta.com/news-and-resources/why-creative-is-the-dark-horse-of-business-growth/): Modern marketing has become increasingly complex. Between platform demands, rising consumer expectations and tight budgets - marketing leaders are facing increased pressure to drive efficiency and increase effectiveness.
- [Harrods Appoints Incubeta to Accelerate Global Digital Marketing Presence](https://incubeta.com/news-and-resources/harrods-partners-with-incubeta/): Harrods, the world’s leading luxury department store, has appointed Incubeta to manage its global digital marketing account following a competitive pitch.
- [Incubeta to Launch Outperform PMax: An AI Solution That Puts Brands in Charge](https://incubeta.com/news-and-resources/incubeta-to-launch-outperform-pmax-an-ai-solution-that-puts-brands-in-charge/): Artificial Intelligence is a fundamental part of marketing, and tapping into the tools and data of big market players such as Google is a recognized growth opportunity - generating significant performance when harnessed appropriately.
- [How CMO’s Can Overcome 2025’s Key Marketing Challenges](https://incubeta.com/news-and-resources/overcoming-2025-marketing-challenges/): In 2025, marketing leaders are facing mounting pressure to do more with less. Technological advancements, increased emphasis on performance, and the expanding role of the CMO has increased the need for efficiency. Sustainable growth is the number one priority - but there are a number of challenges inhibiting this desired growth trajectory.
- [Achieving Peak Season Success: The Value of Omnichannel Marketing](https://incubeta.com/news-and-resources/achieving-peak-season-success/): With consumers actively searching, buying, and engaging more than ever, peak season is a valuable period in which businesses can build brand awareness, drive revenue, and engage with prospective audiences.
- [How CMOs Can Win the Affection of the CFO](https://incubeta.com/news-and-resources/how-cmos-can-win-the-affection-of-the-cfo/): In the ever-evolving business landscape, the relationship between marketing and finance is crucial. While they may have traditionally been seen to operate in different spheres, they are both ultimately working towards the same goal – and that is growing the business.
- [Incubeta to Propel Growth for Popeyes UK](https://incubeta.com/news-and-resources/incubeta-to-propel-growth-for-popeyes-uk/): We’re thrilled to announce the onboarding of Popeyes UK ® as our latest client. Our partnership with the Louisiana-inspired fast food chain, will help to establish Popeyes UK ® as a digital brand leader in the quick-service restaurant industry.
- [What’s Next in AI; Key Learns from Google Cloud Summit](https://incubeta.com/news-and-resources/key-learns-from-google-cloud-summit/): By 2030, AI-powered innovation could create over £400 billion in economic value for the UK alone - saving 700k+ hours in administrative work across multiple sectors; especially healthcare and education. This presents a massive opportunity for businesses looking to heighten their efficiency and drive profitable growth.
- [Incubeta Drives AI Performance with Early Adoption of Gemini for Google Workspace](https://incubeta.com/news-and-resources/incubeta-drives-ai-performance-with-early-adoption-of-gemini-for-google-workspace/): We’re thrilled to announce the successful implementation of Gemini for Google Workspace, allowing us to harness the transformative power of Generative AI (Gen AI) across Incubeta.
- [Incubeta DACH achieves Google Cloud Partner Certification](https://incubeta.com/news-and-resources/incubeta-dach-gcp-certification/): We’re delighted to announce that Incubeta has expanded the range of services we can offer clients following our certification as a Google Cloud Partner (GCP) in the DACH region. 
- [Incubeta Acquires Shout Bravo to Bolster Total Search Offering](https://incubeta.com/news-and-resources/incubeta-acquires-shout-bravo/): Marking our second acquisition of the year (following the acquisition of Persuasion Technologies in June), we’re thrilled to announce that Incubeta has acquired organic content marketing partner, Shout Bravo.
- [Incubeta enhances growth potential for clients, with appointment of Julián Torres, Managing Director, Mexico](https://incubeta.com/news-and-resources/incubeta-welcome-new-managing-director-mexico/): We’re delighted to announce the appointment of Julián Torres, as our new Managing Director, Mexico. Following on from the recent acquisition of Persuasion Technologies, this appointment marks a significant milestone in our journey towards client centricity - unlocking increased growth potential and digital performance for our clients. Julián joins us with over 17 years of extensive marketing experience across an impressive roster of brands including Unilever, Citibank, AB InBev, Heineken, Uber and Pfizer, among others.
- [What The Cancellation of Cookie Deprecation REALLY Means…](https://incubeta.com/news-and-resources/what-the-cancellation-of-cookie-deprecation-means/): After Google dropping the bombshell that they’re abandoning the third-party cookie deprecation plan for Chrome, there’s been a lot of speculation about what happens next.
- [Is Marketing Maturity the Key to Profitability?](https://incubeta.com/news-and-resources/is-marketing-maturity-the-key-to-profitability/): 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."  
- [Incubeta APAC Welcomes Ash Rane as Client Director for Data](https://incubeta.com/news-and-resources/incubeta-apac-welcomes-ash-rane-as-client-director-for-data/): Following on from our acquisition of Persuasion Technologies, and the internal promotion of Sam Shennan to Regional CEO of APAC, we’re delighted to be welcoming Ash Rane to Incubeta as Client Director for Data in the APAC region.  
- [Google Abandons Third-Party Cookie Deprecation](https://incubeta.com/news-and-resources/google-abandons-third-party-cookie-deprecation/): Google has recently announced that they’re scrapping the deprecation of third party cookies on Chrome, planning to roll out a new and updated solution that ‘elevates user choice’ allowing people to make an informed choice across their web browsing (that users will be able to adjust at any time). 
- [The Power Behind Incubeta](https://incubeta.com/news-and-resources/the-power-behind-incubeta/): Operating for over 20 years, we are all too familiar with the core ingredients of our success and growth as a brand - our people. An international team of experts across marketing technology, data, media and creative, our people are the true contributors to our growth, and continue to be the driving force behind Incubeta.
- [Exploring Modern Search Preferences](https://incubeta.com/news-and-resources/exploring-modern-search-preferences/): There was a time when the Google brand epitomized online search, streamlining the information-gathering process to be incredibly effortless. Remember when we used to say, 'I'll just Google it'? How times have changed.
- [Incubeta Welcomes Tim Weller as Non-Executive Chairman](https://incubeta.com/news-and-resources/tim-weller-joins-incubeta/): Following on from our recent acquisition of Persuasion Technologies, we’re delighted to be welcoming Tim Weller to Incubeta as non-executive chairman. Tim has been appointed to support Incubeta’s growth, due to an increase in client success and the evolving digital marketing landscape.
- [How to Make Every ‘Search’ Dollar Count…](https://incubeta.com/news-and-resources/how-to-make-every-search-dollar-count/): 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.
- [Incubeta Welcomes Persuasion Technologies to the Family to Further Marketing AI Ambitions](https://incubeta.com/news-and-resources/incubeta-welcomes-persuasion-technologies-to-the-family/): Marking our 6th acquisition since 2020, we’re thrilled to announce that Incubeta has acquired leading Google Cloud Platform partner, Persuasion Technologies. Operating out of APAC, Persuasion has an advanced specialization in marketing analytics with a roster of globally recognized brands such as the Wing Tai group.
- [Creating Value with AI: Three Concrete Use Cases](https://incubeta.com/news-and-resources/creating-value-with-ai-three-concrete-use-cases/): The global AI market will be worth more than $400 billion between now and 2027, with key players - OpenAI, Databricks and Anthropic - already reaching a combined value of over $150 billion within a few years (after initial investments of less than $25 billion).
- [Increasing Sustainability, One Ad at a Time](https://incubeta.com/news-and-resources/increasing-sustainability-one-ad-at-a-time/): In the digital era, where impressions and clicks fuel the economy, digital marketing has not only emerged as a vital part of the marketing mix but also as a formidable force, reshaping how brands connect with consumers. 
- [How to Avoid Keyword Cannibalization and Drive Total Search Performance](https://incubeta.com/news-and-resources/how-to-avoid-keyword-cannibalization-and-drive-total-search-performance/): With CPCs up by 13% YoY and crowded SERPs diminishing organic clicks, search marketers can’t afford to ignore the inherent competition that exists between their paid search and organic search strategies, manifesting itself into keyword cannibalization.
- [3 Best Practices to Keep Growing Despite Stricter Privacy Law](https://incubeta.com/news-and-resources/3-best-practices-to-keep-growing-despite-stricter-privacy-law/): In response to European privacy legislation, companies mostly put their time and effort into becoming 'privacy-compliant'. While important, compliance alone isn’t enough. If you want to continue to grow despite stricter legislation, then that requires a thoughtful approach in which you continuously prioritize user interests.
- [Amazon’s Arrival in South Africa: A Game-Changer for the Global Marketplace?](https://incubeta.com/news-and-resources/amazons-arrival-in-south-africa-a-game-changer-for-the-global-marketplace/): At last amazon.co.za has made its highly anticipated debut, offering South African consumers access to a new online shopping platform to challenge key market players such as Takealot and Temu. But what does this expansion mean for South Africa, and for the global ecommerce market?
- [Say Hello to Temu: South Africa’s Newest Retail Phenomenon](https://incubeta.com/news-and-resources/say-hello-to-temu-south-africas-newest-retail-phenomenon/): The latest arrival on the South African retail scene, Temu's recent market debut has certainly caused a splash, and perhaps spiked a touch of apprehension among local ecommerce players. Which bodes the question: how will local advertisers and brands navigate the terrain against the backdrop of internationally-backed giants like Temu and Shein?
- [The Amazon IDQ Score and Why It’s Important](https://incubeta.com/news-and-resources/the-amazon-idq-score-and-why-its-important/): As an Amazon Vendor or Amazon Seller, you want to achieve the highest possible sales success on the platform. To do this it all starts with the Item Data Quality (IDQ) Score. In this article, we explain what exactly an Amazon IDQ Score is and its impact on your sales.
- [What the Digital Markets Act (DMA) Means for Google Advertisers](https://incubeta.com/news-and-resources/what-the-digital-markets-act-dma-means-for-google-advertisers/): In November 2023 the European Commission announced that Google has been ‘designated as a gatekeeper under the Digital Markets Act (DMA)’ - a comprehensive regulatory framework to protect consumers and ensure fair competition amongst key digital players (Meta, Amazon, Google etc.). This impacts all users and Google advertisers in the European Economic Area (EEA) - (please note that this does not include the UK). Additionally, in line with their privacy commitments, Google has since announced that they are expanding the scope of their EU User Consent Policy to apply to users in Switzerland.
- [Welcoming Jacques van Niekerk as Global CEO of Incubeta](https://incubeta.com/news-and-resources/welcoming-jacques-van-niekerk-as-global-ceo-of-incubeta/): We are thrilled to announce Jacques van Niekerk is taking the helm as Incubeta’s new Global CEO. Jacques's appointment marks a significant moment in our journey, as we continue to expand our global impact and enhance our suite of data-driven services to meet the evolving needs of our clients worldwide.
- [Celebrating International Women’s Day](https://incubeta.com/news-and-resources/celebrating-international-womens-day/): Held annually on March 8th, International Women's Day gains more momentum every year, as women around the world pause to reflect and make plans for change, as well as celebrate the achievement of women around the world. This year, we sat down with some of the incredible ladies of Incubeta to get their thoughts and advice on being a woman in the digital industry today. 
- [Comparison Shopping Services (CSS) changes in light of the DMA update](https://incubeta.com/news-and-resources/comparison-shopping-services-css-changes-in-light-of-the-dma-update/): Google is making modifications to the Search Results Pages to align with the Digital Markets Act (DMA), a topic that is currently at the forefront of everyone's attention, especially with the impending March 6th deadline.
- [Incubeta Welcomes New CEO Americas, Alex Langshur](https://incubeta.com/news-and-resources/incubeta-welcomes-new-ceo-americas-alex-langshur/): We are kicking off 2024 with exciting news. Incubeta has welcomed Alex Langshur as CEO of Incubeta's operations in the Americas. With a solid understanding of the ad tech and martech landscape, Alex is set to lead Incubeta's US team in expanding its data-driven marketing services across the country.
- [A Mark of the Times: “AI Employees” that Boost Internal Productivity](https://incubeta.com/news-and-resources/a-mark-of-the-times-ai-employees-that-boost-internal-productivity/): Large organizations often struggle with providing their staff with the right information in a smooth and efficient manner. Recent developments in AI now offer new solutions to “traditional” communication and workflow issues, and we believe that our clients can only grow exponentially when our own teams are operating as efficiently and productively as possible.. Our innovation team leverages AI to help us with that.
- [Why EU Ad Personalization Ban will see Meta Shift Focus to AI.](https://incubeta.com/news-and-resources/why-eu-ad-personalization-ban-will-see-meta-shift-focus-to-ai/): Following Meta’s record 1.2bn euro fine for failing to comply with all GDPR regulations, the EU Data Protection Board (EDPB) has, from November 2023 onwards, imposed a ban on Meta using personal EU user data for targeted advertising - with Meta being notified of the sanction at the end of October.
- [Victoria Webb appointed as new Managing Director of Incubeta MENA](https://incubeta.com/news-and-resources/victoria-webb-appointed-as-new-managing-director-of-incubeta-mena/): Today we announce the appointment of Victoria Webb as the new managing director of our MENA region. Backed by over 18 years of experience in both traditional and digital media marketing, Victoria’s elevation to this leadership role is testament to her skill, dedication, and outstanding contributions to the agency since she joined (then NMPi) in 2017.
- [Demonstrating Diversity; The Value of Inclusive Marketing](https://incubeta.com/news-and-resources/demonstrating-diversity-the-value-of-inclusive-marketing/): As societies' vocalization of diversity increases fourfold, with 62% of consumers stating diversity impacts brand perception, a substantial number of consumers are responding to inclusive marketing - becoming more intersectional and rewarding brands and businesses that choose to mirror real-world demographics within their campaigns. In particular, those that share their values, encourage diversity and promote equality.
- [3 Ways to Maximize Budget Efficiency](https://incubeta.com/news-and-resources/3-ways-to-maximize-budget-efficiency/): Amid market volatility and economic uncertainty, CMOs worldwide are wrestling with tightening budget constraints, with over 70% claiming insufficient funds to fully execute their 2023 marketing strategies. 
- [Incubeta Appoints Cory Hudson as Senior Vice President of Creative](https://incubeta.com/news-and-resources/incubeta-appoints-cory-hudson-as-senior-vice-president-of-creative/): International marketing leader, Incubeta, today announced the expansion of its creative leadership team with the appointment of award-winning digital marketing professional, Cory Hudson as Senior Vice President (SVP) of Creative. In his new role, Hudson will be responsible for expanding Incubeta’s creative capabilities in the US by leveraging innovative technology platforms and AI to provide better efficiencies and performance outcomes for client campaigns. Hudson will elevate Incubeta’s strategic and creative consultation capabilities while furthering the agency’s excellence in branding, production, and paid media. 
- [How to Find Growth in Difficult Times](https://incubeta.com/news-and-resources/how-to-find-growth-in-difficult-times/): Some things are rarely said in business. Things we know that sit in the back of our minds, that we don’t want to admit to ourselves. One is that we only have so much control over our destiny. When things are great we like to think it’s because of the wonderful initiatives we introduced, and when things are tough we are perhaps too hard on ourselves.
- [L’Oréal & Incubeta Use AI & First-Party Data to Push Personalization Frontiers with Skin Genius](https://incubeta.com/news-and-resources/loreal-incubeta-use-ai-first-party-data-to-push-personalization-frontiers-with-skin-genius/): The modern consumer expects to be approached by companies with a personal touch. At the same time, they don’t want to feel that they’re being tracked and followed everywhere. It’s not easy to build a data-driven personalization machine that offers real added value to customers in a way that upholds their privacy, but L'Oréal successfully tackles this challenge with Skin Genius.
- [Incubeta Welcomes Blue Walrus to the Family](https://incubeta.com/news-and-resources/incubeta-welcomes-blue-walrus-to-the-family/): We’re delighted to announce that full-service analytics consultants Blue Walrus have joined the Incubeta family alongside our previous acquisitions, Groundswell, Maze-One,  Panalysis, Extendo and Bruce Clay MENA. The acquisition of Blue Walrus will allow our US market to grow their data and analytics proposition, while onboarding Blue Walrus’s extensive list of clients. Including brands such as: Skechers, Boston Scientific, Netspend and Dexcare.
- [Incubeta ZA is Google Mobile Certified](https://incubeta.com/news-and-resources/incubeta-za-is-google-mobile-certified/): Another certification for Incubeta! Following in the footsteps of our UK office, we’re proud to announce that, as of February 2023 Incubeta South Africa is officially  Google Mobile certified. Kudos to our Cape Town team…
- [Incubeta Welcomes Jacques Van Niekerk as Non-executive Board Director](https://incubeta.com/news-and-resources/incubeta-welcomes-jacques-van-niekerk-as-non-executive-board-director/): Following on from our recent acquisition by Global Investment Firm, Carlyle (NASDAQ: CG), we’re welcoming Jacques Van Niekerk, Global CEO of Edisen to the Incubeta family as non-executive board director.
- [How to Own your Automation](https://incubeta.com/news-and-resources/how-to-own-your-automation/): It’s a crazy time to be a digital marketer. It feels like everything is changing. Covid saw a significant shift to online shopping, legislators are putting pressure on how we collect and use data and competition for space has swelled, driving up like-for-like media costs.
- [Our Continued Pledge to Sustainability](https://incubeta.com/news-and-resources/our-continued-pledge-to-sustainability/): Back in 2021 we pledged to put sustainability at the forefront of all that we do going forward - launching a digital carbon offsetting initiative that measures, and offsets, the carbon generated from all media we manage for clients. This initiative is part of our wider commitment to sustainability across the business - raising awareness of sustainable ecommerce practice and driving change.
- [Google Retaliates to ChatGPT](https://incubeta.com/news-and-resources/google-retaliates-to-chatgpt/): You really have to hand it to Google, less than three months has passed since OpenAI released their ChatGPT prototype and they’ve already introduced their in-house rival, Bard - an ‘experimental conversational AI service, powered by LaMDA’ (Language Model for Dialogue Applications). 
- [WTF is ChatGPT](https://incubeta.com/news-and-resources/wtf-is-chatgpt/): Few within the marketing industry, or even those simply perusing LinkedIn, could’ve avoided hearing about ChatGPT - the latest rage in Artificial Intelligence (AI) that uses deep learning to produce “human-like” text. Gaining two million users within fourteen days of its inception, ChatGPT is effectively a ‘large learning model’ with the remarkable ability to respond to complex questions in a conversational way. 
- [Waving Goodbye to Google Optimize](https://incubeta.com/news-and-resources/waving-goodbye-to-google-optimize/): It’s been a busy week for Google who’ve recently announced that, come September 30th 2023, Google Optimize will no longer be available, as they switch their investments to alternate solutions that’ll drive more success for their clients.
- [Driving Growth in Uncertainty – 3 Top Tips for Business Leaders](https://incubeta.com/news-and-resources/driving-growth-in-uncertainty-3-top-tips-for-business-leaders/): Before the shower of blogs, articles, and research papers on the topic of “uncertainty” flood the industry I’m getting my two cents in. It starts with this, uncertainty is nothing new. Sure we have a lot going on at the moment, high inflation, a major conflict in Europe, a revolving door of British PMs etc, but the world always has uncertainty.
- [Incubeta Opens Offices In Saudi Arabia to Execute on Regional & Global Growth Strategy](https://incubeta.com/news-and-resources/incubeta-opens-offices-in-saudi-arabia-to-execute-on-regional-global-growth-strategy/): Leading digital marketing group, Incubeta, today announce the opening of their new offices in Saudi Arabia, as part of its expansion within the MENA region. This expansion will formalize Incubeta’s presence in the local market allowing the company to better service its existing portfolio of clients in the Kingdom, including major partners like McDonald’s KSA, PIF, and Walima.
- [Incubeta Announces Partnership with Lunio – Fraud Detection & Prevention Software](https://incubeta.com/news-and-resources/incubeta-announces-partnership-with-lunio-fraud-detection-prevention-software/): Global digital marketing group, Incubeta, today announced its partnership with Lunio, a trusted click fraud detection software that surgically removes IVT, bots, and invalid users from all the paid acquisition efforts. Through the partnership, Incubeta’s clients could own their own instance of the technology, directly with Lunio, with Incubeta providing the servicing, support and enablement of the platform to maximise effectiveness.
- [Incubeta Wins Prestigious FD Gazelle Award out of 600+ Shortlisted Entries](https://incubeta.com/news-and-resources/incubeta-wins-prestigious-fd-gazelle-award-out-of-600-shortlisted-entries/): For the nineteenth time, the Dutch Financial Times or Het Financieele Dagblad (FD) has organized the FD Gazellen Awards, prestigious prizes granted to the fastest growing companies in the Netherlands. During a festive ceremony held at Theater Amsterdam (Houthavens), FD declared the fastest growers per region, awarding Gold, Silver and Bronze awards in the revenue categories Small (up to €2 million in the base year 2019), Medium (€2 million to €10 million) and Large (€10 million and more).
- [Majority Stake in Incubeta Acquired by Global Investment Firm, Carlyle](https://incubeta.com/news-and-resources/majority-stake-in-incubeta-acquired-by-global-investment-firm-carlyle/): Leading digital marketing group, Incubeta today announced a majority share acquisition by Global Investment firm Carlyle (NASDAQ: CG). Terms of the transaction, which is subject to customary regulatory approvals, were not disclosed.
- [Incubeta Partners with Carpio to Supercharge Marketplace Reporting](https://incubeta.com/news-and-resources/incubeta-partners-with-carpio-to-supercharge-marketplace-reporting/): It goes without saying that analytics is a critical part of any business. Analytics helps to identify opportunities and contributors to success, not to mention problem areas that deteriorate profit and growth.For brands utilizing marketplaces specifically, it’s important to use analytics not only to get an overview of account performance, but also to deep-dive into how specific aspects of their catalog and ecommerce strategy each impact their bottom-line.Incubeta leverages various technologies to gain these invaluable insights.One of the most important platforms for our marketplace team especially is Carpio.
- [Google Transitions Away From Similar Audiences](https://incubeta.com/news-and-resources/google-transitions-away-from-similar-audiences/): Google has today announced that, come May 2023, Google Ads will no longer generate similar audiences (also referred to as 'similar segments') for targeting and reporting. Instead pushing to alternative, more powerful and durable automated solutions such as optimized targeting, audience expansion, and Smart Bidding. 
- [Incubeta UK is Google Mobile Certified](https://incubeta.com/news-and-resources/incubeta-uk-is-google-mobile-certified/): Leading digital marketing group Incubeta today announces that their UK arm of the business has achieved Google Mobile certification. As a Google Full-Stack certified partner, reseller and one of only four global GMP partners, this accreditation adds to Incubeta’s Google certification roster and is a big success for the team. Incubeta are now one of a handful of UK agencies that are Google Mobile Certified.
- [Incubeta Wins at the Google Premier Partner Awards](https://incubeta.com/news-and-resources/incubeta-wins-at-the-google-premier-partner-awards/): We’re thrilled to announce that Incubeta took home the trophy last night for App Growth at the 2022 Google Premier Partner Awards in Dublin for our work with South African financial services group, Sanlam.
- [Incubeta Partners with Specialist Consumer & Electronics Retail Group, Adorama, to Scale Growth Across its Brands](https://incubeta.com/news-and-resources/incubeta-partners-with-specialist-consumer-electronics-retail-group-adorama-to-scale-growth-across-its-brands/): Latest client venture will leverage a data-led approach to inform new retail focused business strategies and digital marketing efforts
- [Incubeta Named Global Performance Agency of the Year](https://incubeta.com/news-and-resources/incubeta-named-global-performance-agency-of-the-year/): We're thrilled to announce that Incubeta was named Global Performance Agency of the Year last night at the 2022 Global Performance Marketing Awards (PMAs) for our outstanding work as a digital marketing agency.
- [Incubeta Launches Amazon Services in South Africa](https://incubeta.com/news-and-resources/incubeta-launches-amazon-services-in-south-africa/): Incubeta is thrilled to announce the launch of Marketplace Solutions services in South Africa, preceding
- [Incubeta Insider; The Value of A Supportive Culture](https://incubeta.com/news-and-resources/incubeta-insider-the-value-of-a-supportive-culture/): In our latest Incubeta Insider we sat down with Amy Norton, Incubeta’s UK Growth Director, and mum to one year old Sacha. Returning from maternity leave four months ago, Amy spoke to us about the struggles parents face when returning to work, and how a supportive work culture can help ease the transition back into the office.
- [Incubeta are Finalists at Google Premier Partner Awards](https://incubeta.com/news-and-resources/incubeta-are-finalists-at-google-premier-partner-awards/): We’re delighted to announce that Incubeta are finalists at the Google Premier Partner Awards 2022 for our work with Cape Union Mart, Fantastic Furniture, and Sanlam.  As well as our overall work as an agency. 
- [How to Appropriately Represent Disability in Marketing](https://incubeta.com/news-and-resources/how-to-appropriately-represent-disability-in-marketing/): In July we celebrated Disability Pride Month, a month dedicated to commemorate “accepting and honoring each person's uniqueness and seeing it as a natural and beautiful part of human diversity”, whilst connecting people with a real sense of the importance of disability justice.
- [Incubeta Appoints Sarah Hampton as US Chief Operating Officer](https://incubeta.com/news-and-resources/incubeta-appoints-sarah-hampton-as-us-chief-operating-officer/): Incubeta today announces the addition of Sarah Hampton as the new US Chief Operating Officer. In her new role, Hampton will work directly with Incubeta’s US CEO, focusing on building brand awareness and scaling the US business. Together, they will look to develop a framework of new client growth to set up operational processes that scale with the Incubeta team. 
- [Incubeta Wins at MadFest](https://incubeta.com/news-and-resources/incubeta-wins-at-madfest/): Last week was an exciting time for Incubeta, as we took to the stand (and stage) at Mad Fest. The UK’s biggest and boldest celebration of marketing, advertising and disruption!  Known for their innovative events that pack a punch with no-nonsense, exciting content, here’s our Incubeta highlights from the 3-day extravaganza. (Check out the Mad Fest Highlights Video)
- [Incubeta Welcomes New Acquisition, Bruce Clay MENA, to the Family](https://incubeta.com/news-and-resources/incubeta-welcomes-new-acquisition-bruce-clay-mena-to-the-family/): We’re delighted to announce that integrated digital marketing agency Bruce Clay MENA have joined the Incubeta family alongside our previous acquisitions, Groundswell, Maze-One,  Panalysis and Extendo. The acquisition of Bruce Clay MENA will expand Incubeta’s global presence in the Middle East and North Africa, allowing us to continue driving growth for clients through our expertise, and best practices in media, technology and creative.
- [Incubeta Insider: Diversity in the Workplace](https://incubeta.com/news-and-resources/incubeta-insider-diversity-in-the-workplace/): In our latest Incubeta Insider we caught up with Pieter Slingerland, Managing Director of Northern Europe to discuss European Diversity Month, and how Incubeta strives to be an inclusive, diverse and supportive workplace for all employees. Despite diversity in the workplace generating significant focus over the last two decades, 59% of people in Europe still believe that individuals are discriminated against based on their ethnicity. Pieter spoke to us about his team, the road to increased diversity and how organizations with an inclusive and diverse workforce produce stronger ideas, genuine customer engagements, and higher financial gains.
- [Say Hello to Extendo; Incubeta Welcomes New Acquisition to the Family](https://incubeta.com/news-and-resources/extendo-joins-incubeta/): We’re delighted to announce that data management experts, Extendo have joined the Incubeta family alongside our previous acquisitions, Groundswell, Maze-One and Panalysis. The acquisition of Extendo will expand our global presence into Latin America, allowing Incubeta to drive growth for clients through our expertise, and best practices in technology, data and creative. This acquisition will also allow us to build upon the already strong relationship we have with Google.
- [Incubeta Joins Google’s International Growth Program.](https://incubeta.com/news-and-resources/incubeta-joins-googles-international-growth-program/): Last week, our AU team became part of the first ever group of AUNZ partners to join Google’s International Growth Program, an opportunity reserved for an exclusive selection of agencies worldwide.
- [Incubeta Awarded Campaign’s Best Places to Work 2022](https://incubeta.com/news-and-resources/incubeta-awarded-campaigns-best-places-to-work-2022/): We are proud to announce that Incubeta has been awarded one of Campaign’s Best Places to Work 2022!
- [Incubeta’s Pledge in 2022, and Beyond](https://incubeta.com/news-and-resources/incubetas-pledge-in-2022-and-beyond/): 2021 showed us how quickly the rules of marketing can change. A year like none other before it, we’ve seen a significant rise in consumer expectations, awareness and behavior - which has doubtless set us up for an eventful 2022. The world is changing, and we need to change with it. It goes without saying that without a solid plan for sustainability we don't have to worry about our future anymore - there will be none. 
- [We have the Google Premier Partner badge!](https://incubeta.com/news-and-resources/we-have-the-google-premier-partner-badge/): There are recognitions that are obtained for merits and in digital marketing, one of the most outstanding is being recognized by Google as Premier Partner of 2022. Therefore, it is a great pride to say that we obtained it by meeting the optimization requirements in campaigns, investment and certifications.
- [Incubeta Scores Vendor Licenses in Virginia & Louisiana](https://incubeta.com/news-and-resources/incubeta-scores-vendor-licenses-in-virginia-louisiana/): We’re thrilled to announce that Incubeta US has been granted licenses by Virginia and Louisiana to provide services to sports betting operators across each state, thereby expanding our footprint in the United States’ iGaming market.
- [Incubeta has been named a 2022 Google Premier Partner](https://incubeta.com/news-and-resources/incubeta-has-been-named-a-2022-google-premier-partner/): We’re thrilled to announce that Incubeta Australia has been named a 2022 Premier Partner in the Google Partners Program. 
- [Incubeta Acquires Analytics Partner Panalysis](https://incubeta.com/news-and-resources/incubeta-acquires-analytics-partner-panalysis/): Today we’re delighted to announce that Sydney-based analytics experts, Panalysis, have joined the Incubeta family. This latest acquisition will expand Incubeta’s global expertise, allowing us to continue driving growth for businesses across the world, while building upon the existing partnership we currently have with Google. 
- [Incubeta Acquires Global Marketplace Expert, Maze-One](https://incubeta.com/news-and-resources/incubeta-acquires-global-marketplace-expert-maze-one/): Today we’re delighted to announce that marketplace agency Maze-One will be joining the Incubeta family and expanding our global employee roster by 50+ talented experts. Our latest acquisition will position Incubeta as leading experts in the marketplace space, helping our clients upgrade their growth within current markets and expand internationally.
- [Incubeta Expands to Dubai & Mexico](https://incubeta.com/news-and-resources/incubeta-expands-to-dubai-mexico/): At Incubeta, we’re a global team of over 440 creators, thinkers, makers and doers from a diverse range of backgrounds and industries - obsessed with finding the most creative ways to take brands further. Living by this mantra we’re excited to announce the next steps in our brand journey.
- [Incubeta Acquires Ecommerce Agency Groundswell](https://incubeta.com/news-and-resources/incubeta-acquires-ecommerce-agency-groundswell/): Today, we are delighted to announce that ecommerce experts, Groundswell, have joined the Incubeta family alongside our three market-leading specialists: NMPi, DQ&A, and Joystick. The acquisition of the Belfast-based company will expand our reach to ecommerce clients worldwide and we are thrilled to have them on board.
- [Incubeta launches Seamless Search](https://incubeta.com/news-and-resources/incubeta-launches-seamless-search/): Yesterday was an exciting day for the Incubeta family, as for the first time ever, we showcased our award-winning technology, Seamless Search. This brand new software, is the first search management platform of its kind,enabling marketers to manage paid and organic search holistically.
- [NMPi and DQ&A Complete Acquisition of Creative Specialist, Joystick](https://incubeta.com/news-and-resources/nmpi-and-dqa-complete-acquisition-of-creative-specialist-joystick/): Joystick officially joins the NMPi and DQ&A family today, as we sign the contracts and complete the acquisition. After announcing our agreement to acquire Joystick at Cannesa few weeks ago, we are very excited to begin working with them to reinvent what it means to be a customer-centric digital marketing specialist - whether that’s as a creative, media, or technology specialist.
- [NMPi’s Parent Company, Incubeta, and DQ&A Media Group create £70 million Digital Merger](https://incubeta.com/news-and-resources/nmpis-parent-company-incubeta-and-dqa-media-group-create-70-million-digital-merger/): Incubeta and DQ&A Media Group announce their merger, offering clients enhanced services and access to new markets.

## Pages
- [The Marketer’s Confidence Paradox](https://incubeta.com/the-marketers-confidence-paradox/)
- [Video Library](https://incubeta.com/video-library/)
- [Whitepapers](https://incubeta.com/whitepapers/)
- [Knowledge Base](https://incubeta.com/knowledge-base/)
- [Commerce](https://incubeta.com/capabilities/commerce/): Customer-first solutions that connect strategy, data, and experience to drive growth and lasting customer value.
- [Digital Experiences](https://incubeta.com/capabilities/digital-experiences/): Create seamless, high-performing digital experiences that connect content, technology, and performance.
- [Creative](https://incubeta.com/capabilities/creative/): Built to convert, designed to scale, and engineered to deliver real impact. Deliver creative work that beats algorithms, wins the right kind of attention, and drives measurable performance every step of the way. 
- [Marketing Technology](https://incubeta.com/capabilities/marketing-technology/): Future-ready marketing technology that power smarter decisions, scalable performance, and growth at every touchpoint.
- [Digital Media](https://incubeta.com/capabilities/digital-media/): Data-driven digital marketing solutions that drive tangible business outcomes - helping brands maximize performance, efficiency, and long-term growth.
- [OutCreate](https://incubeta.com/solutions/outcreate/): Use data and AI to power creative experiences that scale, resonate, and convert across every channel.
- [OutMeasure](https://incubeta.com/solutions/outmeasure/): Fuel smarter decisions with accurate, actionable measurement that connect media, creative and business impact.
- [Solutions](https://incubeta.com/solutions/): Outperform Marketing is brought to life by our OutMeasure, OutSmart, and OutCreate solutions - one AI-driven system powered by our Seamless Technology. Each solution delivers impactful results, and combined they transform marketing from disconnected efforts into a unified engine for consistent, profitable growth.
- [Careers](https://incubeta.com/careers/): Join a team that's shaping the future of marketing. At Incubeta, we bring together smart, ambitious people who thrive on collaboration, innovation, and outperforming together. 
- [Contact Us](https://incubeta.com/contact-us/): Get In TOUCH
- [Find Us](https://incubeta.com/find-us/)
- [Our Work](https://incubeta.com/our-work/)
- [OutSmart](https://incubeta.com/solutions/outsmart/): Rebalance your marketing investment to unlock overlooked growth and future-proof your funnel
- [Marketing Intelligence](https://incubeta.com/capabilities/marketing-intelligence/): Turn data into intelligence that fuels smarter marketing, better decisions, and incremental growth.
- [About](https://incubeta.com/about-us/): We are a global marketing agency that combines strategic insight and flawless execution to unlock business growth, and help clients outperform.
- [ISO 27001 Accreditation](https://incubeta.com/iso-accreditation/): ISO 27001 accreditation is determined by the International Organization for Standardisation (ISO). In order to be awarded this designation, an organization must adhere to set standards for handling information to ensure that it is kept secure.
- [Modern Slavery Policy](https://incubeta.com/modern-slavery-policy/): At Incubeta we support and take seriously our duty in the protection of human rights around the globe. As part of our duty we are committed to ensuring that all forms of human trafficking or modern slavery do not take place within our business and supply chain.
- [Cookie Policy](https://incubeta.com/cookie-policy/): This Cookie Policy applies to the website https://incubeta.com(“Site”) operated by the Incubeta Group.
- [News & Resources](https://incubeta.com/news-and-resources/): LEARN MORE
- [Privacy Policy](https://incubeta.com/privacy-policy/): We appreciate your interest in our services and your visit to this website. Your privacy is crucial to us and we want to ensure you feel comfortable with how we use and share your personal information. 
- [Homepage](https://incubeta.com/): Drive measurable outcomes with AI-powered marketing built for profitable growth.

## Knowledge Base
- [Seasonal Sales Strategy: How to Outperform in Shorter Peak Windows](https://incubeta.com/knowledge-base/seasonal-sales-strategy-how-to-outperform-in-shorter-peak-windows/): Few calendar events hold as much sales potential for retailers than seasonal periods – whether it’s Valentine’s, Thanksgiving, Black Friday, or Christmas. Each seasonal shift brings in ample opportunity to make an impact with your audience, yet in today's hypercompetitive market, succeeding is no easy feat. 
- [Multi-Target Portfolios: Making the Most of SA360’s Newest Bid Strategy](https://incubeta.com/knowledge-base/multi-target-portfolios-making-the-most-of-sa360s-newest-bid-strategy/): If you’ve set up a new bid strategy in SA360 recently, you may have been surprised to find two recently added options: Multiple Target ROAS and Multiple Target CPA. The Multi-Target Portfolio may have appeared without much notice, and so for many users gaining clarity is essential. Below, we help to demystify SA360’s newest bid strategy: what it is, what it is not, and how it might help you.
- [Beyond the Click: Mastering Attribution with SA360](https://incubeta.com/knowledge-base/beyond-the-click-mastering-attribution-with-sa360/): For anyone working in digital marketing today, it’s clear that the linear customer journey is no longer a reality. The days of a user searching for a product, clicking an ad, and buying it immediately on the same device are largely behind us. Today’s journey is far more complex. It’s multi-device, multi-browser, and typically spans days or weeks.
- [Advanced Signals: AI-First PPC Structures Don’t Need to Result in a Loss of Insight or Control](https://incubeta.com/knowledge-base/advanced-signals-ai-first-ppc-structures-dont-need-to-result-in-a-loss-of-insight-or-control/): With the introduction of AI Max, many large-scale Paid Search accounts are facing a serious challenge: how do we marry a highly granular (and strong-performing) campaign structure with Google’s dynamic, flexible and explorative AI features? This question applies equally well to the application of broad match, which has been a persistent structural pain point for many of those same accounts.
- [MMM Powerhouses: Comparing Meridian and Robyn](https://incubeta.com/knowledge-base/mmm-powerhouses-comparing-meridian-and-robyn/): Marketing is complex. Fragmented channels, siloed teams and evolving privacy laws are limiting access to user-level data. As a result, marketers are increasingly adopting Marketing Mix Modeling (MMM) to better understand the performance of their campaigns and optimize budget decisions. 
- [Google’s AI Max at Peak Times: The Hidden Risks and How to Avoid Them](https://incubeta.com/knowledge-base/googles-ai-max-at-peak-times-the-hidden-risks-and-how-to-avoid-them-2/): Google's AI Max promises marketers the ability to “set-and-scale” campaign goals, assets, budgets and more. But you’d be right to stop and question whether that’s actually a promise that can be delivered on, especially during peak sales periods, like Black Friday and Cyber Weekend.  
- [The role of First Party Mode in Futureproof Measurement](https://incubeta.com/knowledge-base/the-role-of-first-party-mode-in-futureproof-measurement/): As digital marketing enters a privacy-first era, many brands are asking how to preserve measurement accuracy without relying on third-party cookies or cross-site tracking. The answer is increasingly tied to infrastructure, not just strategy. One of the most critical shifts happening today is the adoption of First-Party Mode. This technology allows tags to be served from the brand’s own domain, turning a technical upgrade into a strategic foundation for resilient measurement.
- [A Guide to Countering Safari’s GCLID Removal](https://incubeta.com/knowledge-base/a-guide-to-countering-safaris-gclid-removal-2/): The announced changes in Safari, which are expected to remove click identifiers like GCLID (Google Click Identifier) from URLs in standard browsing, will significantly impact how Google Ads campaign performance is attributed in Google Analytics. The GCLID is a crucial parameter that links an ad click to a user's session on your website, allowing you to see which campaigns, ad groups, and keywords are driving conversions. le Click Identifier) from URLs in standard browsing, will significantly impact how Google Ads campaign performance is attributed in Google Analytics. The GCLID is a crucial parameter that links an ad click to a user's session on your website, allowing you to see which campaigns, ad groups, and keywords are driving conversions.
- [A Guide to Countering Safari’s GCLID Removal](https://incubeta.com/knowledge-base/a-guide-to-countering-safaris-gclid-removal/): The announced changes in Safari, which are expected to remove click identifiers like GCLID (Google Click Identifier) from URLs in standard browsing, will significantly impact how Google Ads campaign performance is attributed in Google Analytics. The GCLID is a crucial parameter that links an ad click to a user's session on your website, allowing you to see which campaigns, ad groups, and keywords are driving conversions. le Click Identifier) from URLs in standard browsing, will significantly impact how Google Ads campaign performance is attributed in Google Analytics. The GCLID is a crucial parameter that links an ad click to a user's session on your website, allowing you to see which campaigns, ad groups, and keywords are driving conversions.
- [Fragmentation is the Challenge, Demand Gen is the Solution](https://incubeta.com/knowledge-base/fragmentation-is-the-challenge-demand-gen-is-the-solution-2/): As consumer journeys become more fragmented across channels, devices, and formats, it’s harder for brands to provide a cohesive ad experience, which guides customers from discovery to conversion. That’s where Google’s Demand Gen campaigns come in. Demand Gen helps you to tap into Google’s most immersive visual surfaces, including: YouTube (inc Shorts, In-Feed, and In-Stream), Discover, Gmail, and the Google Display Network (GDN), with each touch-point driving engagement and performance. 
- [Tired of explaining data discrepancies? A practical guide to SA360 and GA alignment](https://incubeta.com/knowledge-base/tired-of-explaining-data-discrepancies-a-practical-guide-to-sa360-and-ga-alignment/): ‘Why don’t our numbers match? ‘Why does the same conversion action report differently across platforms?’ These are some of the most common questions we receive in the Search AdTech team here at Incubeta, especially when it comes to comparing Search Ads 360 (SA360) and Google Analytics (GA) conversion data. The truth is, a 100% match is rarely, if ever, attainable. SA360 and GA are fundamentally distinct platforms, measuring conversions with different methodologies.
- [MMM Powerhouses: Comparing Meridian and Robyn](https://incubeta.com/knowledge-base/mmm-powerhouses-comparing-meridian-and-robyn-2/): Marketing is complex. Fragmented channels, siloed teams and evolving privacy laws are limiting access to user-level data. As a result, marketers are increasingly adopting Marketing Mix Modeling (MMM) to better understand the performance of their campaigns and optimize budget decisions. 
- [Unlocking Search Performance with SA360 Forecasting](https://incubeta.com/knowledge-base/unlocking-search-performance-with-sa360-forecasting/): We’ve all been asked those questions: if we were to add £10k to next month’s budget, what would that do to CPA? If we wanted to increase revenue by 25%, what would we need to spend? What would spend look like at a ROAS of 500%? If you’re looking to get a quick & informed answer to these age-old questions or simply get a helping hand with your monthly / quarterly forecasting, then you should seriously consider SA360’s performance plans & forecasting (previously Performance Centre). This easy to use tool can give you performance forecasts based on your existing account data, in a highly customizable format. 
- [Why ChatGPT’s Shopping Integration Should Reshape How You Think About Content and Brand Trust](https://incubeta.com/knowledge-base/why-chatgpts-shopping-integration-should-reshape-how-you-think-about-content-and-brand-trust/): There’s been a notable shift in the search landscape, and it’s not coming from Google. OpenAI recently announced that ChatGPT will begin featuring shopping recommendations directly in its search results. While this might seem like just another AI feature update, it could represent a fundamental shift in how users discover and evaluate products online — and it’s one that marketers and e-commerce brands cannot afford to ignore.
- [The Cookie Situation: From Deprecation to Degradation](https://incubeta.com/knowledge-base/the-cookie-situation-from-deprecation-to-degradation/): Why should I care?
- [How to Market to the Gen-Z Consumer](https://incubeta.com/knowledge-base/how-to-market-to-the-gen-z-consumer/): Generation Z (aka Gen Z, iGen, or centennials), are the demographic faction succeeding Millennials. Labeled the ‘most racially and ethnically diverse generation ever’, Gen Z refers to those born between 1997-2012 – the first generation raised on the internet and social media.
- [Test & Learn with the New AI Powered Features on Performance Max](https://incubeta.com/knowledge-base/test-learn-with-the-new-ai-powered-features-on-performance-max/): Google’s recent introduction of AI-powered features for Performance Max (PMax) presents a host of  exciting opportunities for advertisers. PMax represents the ultimate game-changer for advertisers to gain improved ROI and seamlessly integrate AI into their Google Ads strategy.
- [The Benefits & Challenges of In-App Advertising](https://incubeta.com/knowledge-base/the-benefits-challenges-of-in-app-advertising/): In-app advertising is a medium that has grown since marketers have taken advantage of the upswing in mobile usage over the past few years. Optimizing for mobile web use is a great start, but it’s only one part of the mobile advertising equation.
- [The Best Google Optimize Alternatives for Experimentation](https://incubeta.com/knowledge-base/the-best-google-optimize-alternatives-for-experimentation/): We took a look at  some of the top tools in the business to understand their offering and how they could work for Google Optimize customers:
- [What is Threads?](https://incubeta.com/knowledge-base/what-is-threads/): n the ever-evolving world of social media, where platforms come and go, Instagram’s parent company, Meta, has launched its latest offering: Threads. An app, built by the Instagram team, for sharing text updates and joining public conversations. With its strategic release and unique features, Threads aims to revolutionize the way we interact online. While Twitter grapples with server issues and internal strife, Mark Zuckerberg believes Threads has the key to success, emphasizing the importance of maintaining a friendly and engaging environment. 
- [6 Accessibility Tips to Improve Your Customer Experience](https://incubeta.com/knowledge-base/6-accessibility-tips-to-improve-your-customer-experience/): The ultimate goal for any brand is to provide an experience for customers that makes them feel like they’re the only customer you care about. Call it personalization, call it an optimized customer experience; the goal is always to delight a customer enough that they want to engage with your brand again and again and encourage others to do the same.
- [How to Integrate Google Cloud & Google Marketing Platform](https://incubeta.com/knowledge-base/how-to-integrate-google-cloud-google-marketing-platform/): Combined, Google Cloud and Google Marketing Platform (GMP) can drive increased performance, enable better decisions and deliver messaging effectively – but how do you integrate the two platforms?
- [How to Exponentiate Your Digital Campaigns](https://incubeta.com/knowledge-base/how-to-exponentiate-your-digital-campaigns/): One of the most common actions within any marketing plan is to have digital campaigns to promote the business and guide the user through the purchase funnel to generate more and more recognition and, of course, more customers. Generally, this is done through platforms such as search engines, social networks, or marketplaces. However, how can you differentiate yourself from the competition in such a competitive world, how can you “get noticed” by your audiences, and how can you get the most out of these tools?
- [12 Tips for SEO Success in the Holiday Season](https://incubeta.com/knowledge-base/12-tips-for-seo-success-in-the-holiday-season/): Now is not the time to embark on a massive CWV project, but there are quick wins like resizing and compressing large images, removing redirects from high-traffic pages, preloading LCP (loading performance) images on your most important pages, and removing unnecessary tracking codes. Make sure that pages with content changes do not negatively impact page speed. Promotional banners, in particular, can unintentionally have a negative impact on LCP and CLS (visual stability) scores. Do pre and post tests or use a performance budget calculator to benchmark performance against competitors. 
- [How BigQuery Augments GA4’s Reporting Capabilities](https://incubeta.com/knowledge-base/how-bigquery-augments-ga4s-reporting-capabilities/): In the ever-evolving world of data analytics, staying ahead of the game is crucial for businesses seeking valuable insights. The combination of Google Analytics 4 (GA4) and BigQuery presents a formidable duo, revolutionizing the way we analyze and leverage data. In this blog, we’ll explore the exciting features of GA4’s new reporting interface and the challenges it brings. Then, we’ll dive into how BigQuery comes to the rescue, offering advanced capabilities and empowering businesses to extract the full potential of their data.
- [How to Elevate your Brand’s Presence & Power with Amazon Brand Registry](https://incubeta.com/knowledge-base/how-to-elevate-your-brands-presence-power-with-amazon-brand-registry/): With the bustling world of online shopping, it can be hard to grow your business – competition is fierce, and brands are often battling over price points with counterfeit brands and trademark infringements. This is especially true across Amazon, which is where their Brand Registry comes in – a knight in shining armor for Amazon sellers.
- [Five Top Tips to Drive Sales on Amazon Prime Day](https://incubeta.com/knowledge-base/five-top-tips-to-drive-sales-on-amazon-prime-day/): What Brands Can Do: Negotiating with Amazon means that brands need to do their homework. This includes a variety of calculations. What are the exact deal terms that Amazon is offering? For example, will Amazon send back unsold stock at your brand’s own costs? What do they expect in terms of marketing spend? Make sure that for every product that is eligible for Prime Day, solid calculations are done to weigh cost prices, volume discounts, and potential returns. 
- [How to Drive Sales Over Christmas](https://incubeta.com/knowledge-base/how-to-drive-sales-over-christmas/): We’ve said it before, and we’ll say it again: data is the number one contributor to success. Leveraging first-party data is not only crucial in navigating our evolving data protection landscape but also forms the foundation for campaign success. Brands need a strategic approach to optimize their campaigns well before the festive season kicks in, ensuring a setup that guarantees success when we hit Q4. This is where data enrichment comes in.
- [How to Set up a Retail Media Network](https://incubeta.com/knowledge-base/how-to-set-up-a-retail-media-network/): The following four steps will help you effectively set up a Retail Media Network.
- [The Risks, Rewards & Best Practices of Generative AI](https://incubeta.com/knowledge-base/the-risks-rewards-best-practices-of-generative-ai/): Let’s start with the basics. Generative AI, the biggest ‘buzz word’ in the Artificial Intelligence (AI) space, refers to the process of using intelligence to generate new data, as opposed to analyzing and categorizing existing data – which is a more traditional AI practice. Put simply, Generative AI is a type of artificial intelligence system or algorithm that is capable of generating new content; including text, images and media in response to a set of prompts or inputs.
- [Optimizing Your Website for Increased Holiday Conversions](https://incubeta.com/knowledge-base/optimizing-your-website-for-increased-holiday-conversions/): Website optimization is the key to better user experiences, increased conversions, and gaining a competitive advantage that extends far beyond the holiday rush. It’s about positioning your brand for success and ensuring you make the most of the opportunities that lie ahead.
- [Understanding Consolidated Data](https://incubeta.com/knowledge-base/understanding-consolidated-data/): Let’s start with the basics. Martech, an abbreviation of marketing technology, refers to all the software, platforms, and tools that brands and agencies use to streamline, automate, and analyze the marketing they conduct. Stack procurement is the process of finding and implementing that collection of tools and technologies to aid and deliver on a brand’s needs and goals. 
- [What is Data Empathy?](https://incubeta.com/knowledge-base/what-is-data-empathy/): In the realm of data analysis, Winston Churchill once remarked, “I only believe in statistics that I doctored myself,” illustrating the potential for data manipulation to support certain arguments, distorting reality and the underlying facts. Unfortunately, many brands fall into the trap of using data merely to affirm their preexisting biases rather than using it as a compass for guidance. When this happens, the motivation to empathize and understand people’s perspectives dwindles, as they are only reinforcing their assumptions.
- [What is Retail Media?](https://incubeta.com/knowledge-base/what-is-retail-media/): Retail Media is a form of advertising whereby brands place ads across a retailer’s shop to influence consumers (who are already low in the funnel) to buy their products. Think of the time-honored tactics that supermarkets apply to promote specific offers: Manufacturers pay to get their discounted products into the supermarket, for example to be visible in a premium spot on the best aisles. These premium supermarket spots can usually be found at eye level in the front of the shelf, so they’re easily seen by consumers. Similarly on web shops, advertisers also want to utilize the most relevant promotional spaces. In most cases, when you open an online store most of what you’ll see is retail media – whether you realize it or not!
- [What is Value Based Bidding (VBB)?](https://incubeta.com/knowledge-base/what-is-value-based-bidding-vbb/): Value-based bidding (VBB) is a topic that is increasingly discussed within the digital marketing industry. While the concept itself isn’t new, Google made the strategy a major focus in 2021, encouraging advertisers and media buyers to get in on the ground floor.
- [Why are video ads important?](https://incubeta.com/knowledge-base/why-are-video-ads-important/): Video ads continue to dominate the digital landscape as trends such as #tiktokmademebuyit and YouTube Shorts have become increasingly popular. Social platforms have gained prominence as key places for brand discovery especially among Millennials and Gen Z’s- with users engaging more and more with video content. This has made it important for brands to understand how to harness the power of video ads to drive engagement and connect with their consumers using authentic storytelling.
- [Why is TikTok Shop Important?](https://incubeta.com/knowledge-base/why-is-tiktok-shop-important/): A digital hub where brands can connect with influencers and content creators, TikTok Shop is a vital tool for ecommerce and marketing individuals, and one of the key platforms in the estimated billion dollar creator economy.
- [What’s New with GA4](https://incubeta.com/knowledge-base/whats-new-with-ga4/): One of the most awaited features for ecommerce clients, GA4, now offers different item-scoped and event-scoped versions of each ecommerce metric. This enables you to analyze information about your products or services, as well other important ecommerce interactions.
- [How Retail Consumers Spend During Economic Hardship](https://incubeta.com/knowledge-base/how-retail-consumers-spend-during-economic-hardship/): Retail consumers i.e. human beings are complex creatures, influenced by a myriad of factors when it comes to making purchasing decisions. Speed of delivery, cost of returns and product selection are all key factors to consider. But what happens when  unemployment, inflation, politics, war, and economic downturns play a key role in how consumers shop? In a world of continuous uncertainty, consumers are just as volatile as their surroundings and as marketers, we need to be taking this into consideration. 
- [How to Drive Sales Over Valentine’s Day](https://incubeta.com/knowledge-base/how-to-drive-sales-over-valentines-day/): Start Early, Finish Late
- [What is Dynamic Creative Optimization (DCO)?](https://incubeta.com/knowledge-base/what-is-dynamic-creative-optimization-dco/): Dynamic Creative Optimization (DCO) pertains to creative design, driven by first-party data (not limited to just first-party data) and using technology to power campaigns by creating a wide variety of ads to fit any circumstance. When done correctly, you have the opportunity to scale creatives relevant to consumers. 
- [What is Enhanced Conversions?](https://incubeta.com/knowledge-base/what-is-enhanced-conversions/): Enhanced Conversions is a feature of Google Ads and Search Ads 360 Conversion Tracking that can improve the accuracy of your conversion measurement. It enables conversion tracking, or supplements your existing tags when cookies are not available by capturing SHA256 hashed customer data on a conversion page (ie: email address) and matching it against Google logged-in data in a privacy safe way. 
- [The Role of Consent Mode in your Path to Privacy-Ready Marketing](https://incubeta.com/knowledge-base/the-role-of-consent-mode-in-your-path-to-privacy-ready-marketing/): While the digital landscape is experiencing an unprecedented paradigm shift towards user privacy, one thing has remained consistent throughout: humans’ reluctance and resistance towards change, especially when it disrupts our routines or threatens our comfort zones. Change can evoke various emotions such as fear, uncertainty, and anxiety, but we tend to forget that change is also at the forefront of versatility, progress, innovation and ultimately success. 
- [What is Marketing Mix Modeling (MMM)?](https://incubeta.com/knowledge-base/what-is-marketing-mix-modeling-mmm/): 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.
- [What is Google Analytics 4 (GA4)?](https://incubeta.com/knowledge-base/what-is-google-analytics-4-ga4/): GA4 is the latest version of Google Analytics, introduced to address the evolving needs of businesses and comply with new privacy regulations. It’s designed to be more flexible and privacy-focused compared to its predecessor, Universal Analytics. There are four key tabs in GA4: Reports, Explore, Advertising and Admin.
- [What is Consent Mode?](https://incubeta.com/knowledge-base/what-is-consent-mode/): Consent Mode is an advanced tool that enables businesses to dynamically adjust the functionality of Google tags based on user consent for ads and analytics cookies. Acting as a bridge between users and advertisers, Consent Mode gives users control over their data, and advertisers access to data without compromising privacy – while enabling Google to model for gaps in conversion and behavioral data.

## Whitepapers
- [Inside Google Marketing Live 2026](https://incubeta.com/whitepapers/inside-google-marketing-live-2026/): The announcements at Google Marketing Live 2026 mark a definitive shift in digital marketing: the transition away from manual campaign execution and into strategic orchestration. With Gemini operating as the underlying system driving this ecosystem, the rules of discovery, commerce, and measurement are being fundamentally rewritten.
- [The Architects & The Renters](https://incubeta.com/whitepapers/the-architects-the-renters/): The announcements and innovations showcased at Google Cloud Next 2026 have solidified a new business reality: intelligent, automated systems are now a mandatory foundation for any organization that wants to outperform. However, this new era is about more than adopting tools; it is about a fundamental choice between the passive dependency of the Renter and the strategic ownership of the Architect.
- [Report: The Marketer’s Confidence Paradox](https://incubeta.com/whitepapers/report-the-marketers-confidence-paradox/): We are entering a different phase of marketing, one where the rules are being quietly rewritten - not by channels, tools, or formats, but by how decisions are made. To uncover the barriers holding brands back, Incubeta commissioned an independent study to explore why strong channel-level results often fail to scale into overall business impact.
- [Tomorrow’s World: 2026 Marketing Outlook Playbook](https://incubeta.com/whitepapers/tomorrows-world-2026-marketing-outlook-playbook/): Download the Playbook
- [Investments for Marketing Profitability](https://incubeta.com/whitepapers/investments-for-marketing-profitability/): Download Incubeta's 2025 Predictions Whitepaper and learn how to embrace efficiency, think big and drive sustained business growth.

## Case Studies
- [Building Confidence to Scale Media Profitably](https://incubeta.com/our-work/building-confidence-to-scale-media-profitably/): Best&Less developed a measurement roadmap focused on validating media incrementality and uncovering profitable growth opportunities.
- [How Taxfix Turned Measurement into a Decision-Engine for Growth](https://incubeta.com/our-work/how-taxfix-turned-measurement-into-a-decision-engine-for-growth/): Taxfix set out to gain a more sophisticated understanding of their marketing activity, seeking to transform measurement into a tangible engine for growth.
- [A Decade of Outperforming with Forever New](https://incubeta.com/our-work/a-decade-of-outperforming-with-forever-new/): Over the span of a decade, Forever New transformed marketing into a connected, accountable driver of profitable growth across the business.
- [Delivering Incrementality with Seamless Search](https://incubeta.com/our-work/delivering-incrementality-with-seamless-search/): Forever New set out to capture full search opportunity across organic and paid channels, unlocking greater value from total search investment.
- [Increasing ROAS with Google Precision Optimization](https://incubeta.com/our-work/increasing-roas-with-google-precision-optimization/): Continente unlocked category-level performance visibility through granular conversion tracking, driving a 7x increase in ROAS on priority products.
- [Global Digital Transformation](https://incubeta.com/our-work/global-digital-transformation/): Perfetti Van Melle launched a global digital transformation, standardizing media activation to improve efficiency, consistency, and collaboration across markets.
- [Driving Search Profit with Machine Learning](https://incubeta.com/our-work/driving-search-profit-with-machine-learning/): Vodafone Italia implemented Seamless Search to balance paid and organic performance, ensuring incremental growth while protecting SEO equity.
- [Unlocking New Profitability in a Shifting Luxury Market](https://incubeta.com/our-work/unlocking-new-profitability-in-a-shifting-luxury-market/): Dolce Gabbana restructured its paid media strategy to protect brand equity and profitability, enabling sustainable sales growth in a highly competitive luxury market.
- [Improving Reporting Efficiency with GMP](https://incubeta.com/our-work/improving-reporting-efficiency-with-gmp/): EssilorLuxottica built a centralized data and reporting infrastructure, reducing reporting time by 70% and enabling scalable, multi-platform insights across brands.
- [Increasing Qualified Traffic Through Display Campaigns](https://incubeta.com/our-work/increasing-qualified-traffic-through-display-campaigns/): MSC Air Cargo were able to increase brand awareness and acquired highly qualified traffic for their services through strategic Google Ads campaigns.
- [Maximizing Reach Efficiency with DV360](https://incubeta.com/our-work/maximizing-reach-efficiency-with-dv360/): Eden Viaggi activated a cohesive, multi-channel media strategy through GMP, increasing reach by 15.3% while delivering equivalent media savings through improved efficiency.
- [Identifying & Analysing Website Crawlability](https://incubeta.com/our-work/identifying-analyzing-website-crawlability/): Generali standardized and scaled its analytics ecosystem, migrating 20 properties to GA4 and enabling real-time insight through automated dashboards.
- [Maximizing Engagement & Reach with First-Party Data](https://incubeta.com/our-work/maximizing-engagement-reach-with-first-party-data/): FWD integrated first-party data with off-site programmatic activation, extending audience reach beyond owned platforms and driving significant gains in engagement and campaign visibility.
- [Leveraging GMP to Drive Leads & Reach](https://incubeta.com/our-work/leveraging-gmp-to-drive-leads-reach/): Telecoming overcame challenges relating to the offline conversion notification to GMP platforms, enhancing their data enrichment and attribution.
- [Improving Mid-Funnel & Remarketing Performance with Custom Bidding](https://incubeta.com/our-work/improving-mid-funnel-remarketing-performance-with-custom-bidding/): Victorinox were able to overcome optimization issues that was inhibiting their ad performance. By opting for a custom approach they were able to improve their mid-funnel and remarketing performance significantly.
- [Transforming M&A Advisory with Agentic AI and DaaS](https://incubeta.com/our-work/transforming-ma-advisory-with-agentic-ai-and-daas/): Bravery Group leveraged Agentic AI and DaaS via Gemini for Google Workspace to scale proprietary M&A advisory expertise and digital strategic rigor.
- [Enriching GA4 with Business Data](https://incubeta.com/our-work/enriching-ga4-with-business-data/): TeamSystem Group were able to ensure consistent data collection across their key websites ahead of the deprecation of Universal Analytics.
- [Increased Performance with Machine Learning](https://incubeta.com/our-work/increasing-performance-with-machine-learning/): Imperial London Hotels harnessed the power of Machine Learning to increase budget efficiency and maximize search incrementality - delivering a 73% increase in revenue.
- [Increasing Market Expansion](https://incubeta.com/our-work/marks-spencer-international/): M&S developed a range of separate strategies and approaches geared for success - delivering a 477% increase in ROAS, with maximized performance across 34 target markets.
- [Aligned Global Agency Structure](https://incubeta.com/our-work/combining-real-time-weather-signals-with-ai-for-the-loreal-group/): L'Oréal developed a gamified Multi Agency Activation program, creating governance, and alignment across 19 markets, with 175% market adoption in just 12 months.
- [Delivered Bidding Efficiency](https://incubeta.com/our-work/leveraging-value-based-bidding-for-ms/): To drive growth, M&S leveraged innovative Paid Search bidding strategies to optimize channel performance. This approach successfully delivered a 5% increase in ROAS alongside a 6% reduction in CPCs.
- [Driving Revenue Growth & Performance](https://incubeta.com/our-work/driving-revenue-growth-and-performance/): eBay partnered with Incubeta to optimize performance across Google Shopping, delivering a positive user experience, and 137% increase in revenue.
- [Delivering National Excellence & Efficiency](https://incubeta.com/our-work/delivering-national-excellence-efficiency/): Smile Generation built a seamless collaboration between media and creative, building a robust pipeline for the future - increasing lead generation by 84%, at a 87% reduction in cost-per-lead.
- [Driving Personalization with AI](https://incubeta.com/our-work/driving-personalization-with-ai/): L’Oréal used personalization to educate their consumers and encourage brand engagement. Delivering a 10x uplift in ROAS
- [Utilizing Personalization to Scale Growth](https://incubeta.com/our-work/utilizing-personalization-to-scale-growth/): Accor’s unique AI-powered creative delivery scaled personalized content efficiently across 100+ markets. From one modular template, they scaled creative production to thousands of personalized, geolocalized assets - minimizing wastage and reducing CPA by 53%.
- [Using High-Quality Content to Drive Engagement](https://incubeta.com/our-work/using-high-quality-content-to-drive-engagement/): Asics saw a 478% increase in plays (579K+ in total), alongside 13.8K new followers, 167% rise in engagements and a 352% increase in impressions (805.8K+ in total).
- [Generating Demand with AI](https://incubeta.com/our-work/generating-demand-with-ai/): By harnessing the power of AI to increase demand, McDonald’s delivered over 14 million impressions, seeing 350K clicks, and a 100% uplift in CTR compared to the social campaign benchmark.
- [Blending Creativity to Drive Engagement](https://incubeta.com/our-work/blending-creativity-to-drive-engagement/): Their best-performing digital campaign of the year, Nando’s delivered over 560K total views, with over 320 shares and 136 saves. Their localized reel saw over 299K views with 195 shares and 62 saves.
- [Executing a Global Data Audience Strategy](https://incubeta.com/our-work/executing-a-global-data-audience-strategy/): Insights garnered from their research led to the most engaged organic post of all time shared on Experience AlUla channels - driving over 25 million impressions.
- [Delivering Scale & Performance](https://incubeta.com/our-work/delivering-scale-performance/): By recognizing areas of untapped potential, and expanding into regions where brand recognition was limited, Saudi Airlines saw a 156% increase in revenue across 29 new markets in 8 months - driving a 80.42% increase in purchases.
- [Leveraging the Full Funnel](https://incubeta.com/our-work/unlocking-the-power-of-googles-enhanced-conversions-pmax-solutions/): Realizing that evolving privacy regulations and browser restrictions were impacting their measurement accuracy Sanlam implemented a solution that allowed them to refine conversion measurement while respecting user consent preferences.
- [Delivering Tangible Business Growth](https://incubeta.com/our-work/delivering-tangible-business-growth/): Delivered true channel attribution & identified new areas of opportunity for increased revenue opportunities
- [Delivering Personalization & Flexibility at Scale](https://incubeta.com/our-work/boosting-cross-market-brand-performance-for-gruppo-una/): Gruppo UNA were able to target users across the full-funnel, with increased flexibility across ad variations. This strategic approach led to a highly customized message that perfectly matched user needs. As a result, they saw a 64% increase in ROAS across Italy with a 94% increase in growth YoY, a 70% increase in ROAS across the UK, and a 269% increase in ROAS across the US.
- [Increasing Efficiency with Machine Learning](https://incubeta.com/our-work/how-machine-learning-helped-worten-achieve-a-3x-increase-in-roas/): Aligning themselves with the strategic needs of the business, Worten harnessed machine learning - delivering a 10x spike in conversion rates, a 80% drop in cost per acquisition, and a 3x increase in ROAS. Our approach delivered a 10x spike in conversion rates – and a 5x increase versus Worten’s initial POC. Cost per acquisition (CPA) also saw an 80% drop (3x lower than POC) – while ROAS grew three-fold.
- [Establishing True Channel Attribution](https://incubeta.com/our-work/carparts-mmm/): CarParts.com were able to establish the true impact of their core marketing channels against business KPIs.
- [Delivering Incrementality with Machine Learning](https://incubeta.com/our-work/delivering-incrementality-for-superdrug/): Superdrug built a complete and holistic understanding of all activity - driving channel performance and delivering ROI. Overall they saw a £53.3k incremental return from total search, a 102% increase in total ROAS, and a 50% decrease in CPCs. Utilizing our bespoke search management platform, Seamless Search we delivered -50% Lower CPC’s with a minimal disruption to CTR.
- [Increasing Customer Acquisition](https://incubeta.com/our-work/using-youtube-to-generate-subscribers/): By harnessing machine learning, Les Mills saw a a 30% uplift in brand awareness, 80% uplift in brand search, 31% lift in conversion and a 570% increase in customer acquisition YoY. The results of these studies convinced Les Mills to scale its Video and Display strategy further, priming the brand for future success on digital platforms.
- [Increasing Data Visibility](https://incubeta.com/our-work/taking-the-grind-out-of-data-analysis/): Recognizing the value that data unification can deliver, Death Wish Coffee built a single source of truth; aggregating all data, from all channels, under one management system.

## Find Us
- [Riyadh, SA](https://incubeta.com/find-us/saudi/)
- [Salt Lake City, US](https://incubeta.com/find-us/salt-lake-city-utah/)
- [Kuala Lumpur, MY](https://incubeta.com/find-us/kuala-lumpur-malaysia/)
- [Singapore, SG](https://incubeta.com/find-us/singapore/)
- [Sydney, AU](https://incubeta.com/find-us/sydney-australia/)
- [Dubai, UAE](https://incubeta.com/find-us/dubai-united-arab-emirates/)
- [Cape Town, ZA](https://incubeta.com/find-us/cape-town-south-africa/)
- [Zurich, CH](https://incubeta.com/find-us/zurich-switzerland/)
- [Munich, DE](https://incubeta.com/find-us/munich-germany/)
- [Milan, IT](https://incubeta.com/find-us/milan-italy/)
- [Madrid, ES](https://incubeta.com/find-us/madrid-spain/)
- [Lisbon, PT](https://incubeta.com/find-us/lisbon-portugal/)
- [Copenhagen, DK](https://incubeta.com/find-us/copenhagen-denmark/)
- [The Hague, NL](https://incubeta.com/find-us/the-hague-the-netherlands/)
- [Berlin, DE](https://incubeta.com/find-us/berlin-germany/)
- [Manchester, UK](https://incubeta.com/find-us/manchester-united-kingdom/)
- [London, UK](https://incubeta.com/find-us/london-united-kingdom/)
- [Santo Domingo, DR](https://incubeta.com/find-us/santo-domingo-dominican-republic/)
- [Mexico City, MX](https://incubeta.com/find-us/mexico-city-mexico/)
- [New York, US](https://incubeta.com/find-us/new-york-united-states/)
- [Belfast, NIR](https://incubeta.com/find-us/belfast-northern-ireland/)

## Video Library
- [The Digital Edge S2 Ep.10 | Navigating the Hidden Costs of the AI Boom with Phil Fersht](https://incubeta.com/video-library/the-digital-edge-s2-ep-10-navigating-the-hidden-costs-of-the-ai-boom-with-phil-fersht/): In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Phil Fersht, founder and CEO of HFS Research, to dissect the critical operational and financial realities of the enterprise AI boom. Phil pulls no punches as he warns CMOs about the skyrocketing economic constraints of automation, highlighting how unmanaged token costs can explode into millions of dollars a month.
- [The Digital Edge S2 Ep.9 | Keeping Your Brand Voice in an Automated World with Ben Afia](https://incubeta.com/video-library/the-digital-edge-s2-ep-9-keeping-your-brand-voice-in-an-automated-world-with-ben-afia/): In this episode of The Digital Edge, host Mark Reed-Edwards talks with brand strategist and copywriter Ben Afia to explore why AI is fundamentally a brand problem rather than just a productivity or automation tool. Drawing on decades of experience in brand tone of voice and his book, "The Human Business," Ben breaks down the dangers of relying on generic training data, which risks flattening unique brand personalities into a bland "regression to the mean."
- [The Digital Edge S2 Ep.8 |  How Humans Win and Disrupt a Boring AI Landscape with Mark Schaefer](https://incubeta.com/video-library/the-digital-edge-s2-ep-8-how-humans-win-and-disrupt-a-boring-ai-landscape-with-mark-schaefer/): In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Mark Schaefer, renowned author, speaker, and marketing expert, to discuss how professionals can stay relevant and bold in a rapidly evolving digital landscape. Drawing insights from his book, Audacious: How Humans Win in an AI Marketing World, Mark explains why relying heavily on AI for tasks like market research risks stripping away true differentiation, leaving brands with an "85% solution" that mirrors their competitors. The conversation dives deep into the boundaries of technology, exploring the "Milli Vanilli line" and the dangerous shift from helpful cognitive offloading to cognitive surrender, where individuals give up critical human life skills. Ultimately, Mark shares a powerful vision for the future of creativity, explaining why corporate content must become more like art - vulnerable, human-centric, and disruptive - to break through the infrastructure of boring marketing and protect truly dangerous, audacious ideas.
- [The Digital Edge S2 Ep.7 |  How to Move from AI Efficiency to Strategic Growth with Marketing Over Coffee’s Christopher Penn](https://incubeta.com/video-library/the-digital-edge-s2-ep-7-how-to-move-from-ai-efficiency-to-strategic-growth-with-marketing-over-coffees-christopher-penn/): In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Christopher Penn, the Co-Host of the Marketing Over Coffee podcast, and the Co-founder and Chief Data Scientist at TrustInsights, to explore the seismic shifts happening in the AI and marketing landscapes. As organizations transition from the excitement of generative AI to the practical complexities of agentic workflows, Chris breaks down the evolution of the technology that impacts all marketers today. The conversation touches on one of the core ideas in Incubeta's new research whitepaper "The Marketer's Confidence Paradox." Listen to their conversation, and download The Marketer's Confidence for more insights into Research Insights into the Gap Between Marketing Performance and Real Growth with practical steps to bridge it.
- [Incubeta Unpacks Agentic Commerce on Emerce Talks](https://incubeta.com/video-library/incubeta-unpacks-commerce-on-emerce-talks/): The marketing landscape is shifting. As Agentic commerce takes hold, AI agents aren't just suggesting products, they are increasingly influencing the final decision for the consumer. For brands, this means less direct control over the traditional customer journey, while entering a high-stakes race to remain relevant in a world of automated choice. In this episode of Emerce Talks, Incubeta's Global Head of Innovation, Quintijn van Kessel, sits down with Olivier de Leeuw to unpack the future of AI-driven commerce.
- [The Digital Edge S2 Ep.6 | Overcoming the Confidence Paradox in Marketing with Paul Ruscoe](https://incubeta.com/video-library/the-digital-edge-s2-ep-6-overcoming-the-confidence-paradox-in-marketing-with-paul-ruscoe/): In this episode of The Digital Edge, host Mark Reed-Edwards chats with Paul Ruscoe, Incubeta’s VP of Marketing Intelligence, about the growing disconnect between how marketers measure performance and how marketing actually drives growth. Together, they unpack the “confidence paradox”: why many marketing leaders feel confident in their ROI and measurement, while simultaneously acknowledging that a significant portion of their budget is being wasted. Paul explores how an over-reliance on platform dashboards, short-term metrics, and single-touch attribution can create a misleading picture of success, often favoring efficiency over true effectiveness.
- [The Digital Edge S2 E.5 | How to Outperform with AI as a Creative Partner with Tom Williams](https://incubeta.com/video-library/the-digital-edge-s2-e-5-how-to-outperform-with-ai-as-a-creative-partner-with-tom-williams/): In this episode of The Digital Edge, host Mark Reed-Edwards chats with Tom Williams, Global Creative Director at Incubeta, to explore the evolution of creative in the age of AI. Moving beyond the "prompt engineering" hype, Tom explains why traditional art direction and storytelling remain the essential anchors for high-quality brand creative. From leveraging tools like Veo 3 and Seedance 2 to maintaining brand governance through custom AI frameworks, this conversation explores how to use technology as a creative partner to scale imagination without sacrificing the "human-centric" narrative that drives true consumer trust.
- [The Digital Edge S2 Ep.4 | How Marketers Win the Attention Economy with Cricut’s Stephanie Firth](https://incubeta.com/video-library/the-digital-edge-s2-ep-4-how-marketers-win-the-attention-economy-with-cricuts-stephanie-firth/): In this episode of The Digital Edge, host Mark Reed-Edwards chats with Stephanie Firth, Senior International Digital Marketing Manager at Cricut, about how marketing is evolving from a click-driven model to one centred on attention. Managing a category-creating brand across 11 international markets, Stephanie explains how marketers can guide algorithms with the right data and creative while still relying on human insight to build meaningful brand connections. The conversation explores how AI is helping teams scale creative, test faster, and adapt to the realities of the “infinite scroll” - while also highlighting the continued value of storytelling, brand understanding, and smarter measurement beyond last-click attribution. The result is a practical perspective on how marketers can balance efficiency, experimentation, and human creativity to drive sustainable growth in an increasingly automated landscape.
- [The Digital Edge S2 Ep.3 | How to Build an AI-Powered Brand for the Future with Amy Crowther](https://incubeta.com/video-library/the-digital-edge-s2-ep-3-how-to-build-an-ai-powered-brand-for-the-future-with-amy-crowther/): In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Amy Crowther, President, Americas for Incubeta, to explore the evolving landscape of digital marketing. The conversation dives deep into the intersection of AI and humanity, discussing why true digital transformation requires moving beyond silos toward total connectivity. Amy explains how brands can navigate the "messy starting point" of AI integration by focusing on systems, road-mapping, and foundational data.
- [The Digital Edge S2 Ep.2 | Using Enterprise LLMs to Secure Your AI Strategy with Jonathan Greene](https://incubeta.com/video-library/the-digital-edge-s2-ep-2-using-enterprise-llms-to-secure-your-ai-strategy-with-jonathan-greene/): In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Jonathan Greene, Co-Founder and CEO of RocketSource by Incubeta.
- [M&S and Incubeta: Building a Demand-Led Marketing Strategy](https://incubeta.com/video-library/ms-and-incubeta-building-a-demand-led-marketing-strategy/): As AI reshapes how consumers search, discover, and decide, demand is forming in less predictable ways - often faster than traditional planning cycles can accommodate. The brands gaining momentum aren’t simply those with bigger budgets or more channels, but those able to read signals early, act decisively, and adapt in real time.
- [The Digital Edge S2 Ep.1 | Discover How AI is Reshaping Digital Marketing with Michael Ossendrijver](https://incubeta.com/video-library/the-digital-edge-s2-ep-1-discover-how-ai-is-reshaping-digital-marketing-with-michael-ossendrijver/): Welcome to the first episode of season two of The Digital Edge, hosted by Mark Reed-Edwards.
- [Tomorrow’s World LIVE: Powered by AI and Seamless Technology](https://incubeta.com/video-library/tomorrows-world-live-powered-by-ai-and-seamless-technology/): You can’t outperform with outdated systems.
- [The Digital Edge Ep.7 | The Future of Search & AI! What Comes Next?](https://incubeta.com/video-library/the-digital-edge-ep-7-the-future-of-search-ai-what-comes-next/): Welcome to The Digital Edge: Advice Line. While our main show explores the big picture, this is where we zoom in. We’re here to give you concise, focused answers to your specific questions on marketing, tech, and strategy.
- [The Digital Edge Ep.6 | Why Your Business Needs a Measurement Strategy with Ash Rane](https://incubeta.com/video-library/the-digital-edge-ep-6-why-your-business-needs-a-measurement-strategy-with-ash-rane/): In this episode of The Digital Edge, host Lisa Morton, Marketing Director, sits down with Ash Rain, APAC Client Director at Incubeta, to unravel the mysteries of marketing measurement.
- [The Digital Edge Ep.5 | Showcasing Marketing as a Profit Driver with Damien Bennett](https://incubeta.com/video-library/the-digital-edge-ep-5-showcasing-marketing-as-a-profit-driver-with-damien-bennett/): Welcome to The Digital Edge, Incubeta’s series where we explore the latest in digital marketing, technology, and strategy with top industry experts.
- [The Digital Edge Ep.4 | The Key to Creative Profitability with Vanessa Bolosier & Jessica Hondolero](https://incubeta.com/video-library/the-digital-edge-ep-4-the-key-to-creative-profitability-with-vanessa-bolosier-jessica-hondolero/): Welcome to The Digital Edge, Incubeta’s brand-new audio series where we explore the latest in digital marketing, technology, and strategy with top industry experts.
- [The Digital Edge Ep.3 | CEO Jacques van Niekerk on Sustainable Growth in 2025 & Outperform Marketing](https://incubeta.com/video-library/the-digital-edge-ep-3-ceo-jacques-van-niekerk-on-sustainable-growth-in-2025-outperform-marketing/): Join Lisa Morton, Incubeta's Group Marketing Director, as she sits down with Global CEO of Incubeta, Jacques van Niekerk on The Digital Edge to discuss the key marketing challenges and strategies for sustainable growth in 2025. Discover how to move beyond "Growth at All Costs" and focus on competitive, long-term success.
- [The Digital Edge Ep.2 | The Relationship between the CFO and the CMO with Greg Dos Santos](https://incubeta.com/video-library/the-digital-edge-ep-2-the-relationship-between-the-cfo-and-the-cmo-with-greg-dos-santos/): Welcome to The Digital Edge, Incubeta's audio series where we explore the latest in digital marketing, technology, and strategy with top industry experts.
- [The Digital Edge Ep.1 | The Future of Digital Marketing with Jessica Jacobs](https://incubeta.com/video-library/digital-edge-episode-1/): Welcome to The Digital Edge, Incubeta's brand-new audio series where we explore the latest in digital marketing, technology, and strategy with top industry experts.

## Categories
- [Incubeta Updates](https://incubeta.com/news-and-resources/category/incubeta-updates/)
- [Industry News](https://incubeta.com/news-and-resources/category/industry-news/)
- [News](https://incubeta.com/news-and-resources/category/news/)
- [Thought Leadership](https://incubeta.com/news-and-resources/category/thought-leadership/)

## Tags

## Approach
- [Adaptive Automation](https://incubeta.com/approach/adaptive-automation/)
- [Commerce](https://incubeta.com/approach/commerce/)
- [Generative Growth](https://incubeta.com/approach/generative-growth/)
- [Rapid Results](https://incubeta.com/approach/rapid-results/)

## Solutions
- [AI](https://incubeta.com/solution/ai/)
- [OutMeasure](https://incubeta.com/solution/outmeasure/)
- [Privacy](https://incubeta.com/solution/privacy/)
- [Seamless Search](https://incubeta.com/solution/seamless-search/)
- [Seamless Technology](https://incubeta.com/solution/seamless-technology/)

## Industries
- [Automotive](https://incubeta.com/industry/automotive/)
- [Beauty / Health / Pharma](https://incubeta.com/industry/beauty-health-pharma/)
- [Computer / Technology](https://incubeta.com/industry/computer-technology/)
- [Eyewear & Optics](https://incubeta.com/industry/eyewear-optics/)
- [Fashion](https://incubeta.com/industry/fashion/)
- [Finance](https://incubeta.com/industry/finance/)
- [Food / Beverage](https://incubeta.com/industry/food-beverage/)
- [Food & Drink](https://incubeta.com/industry/food-drink/)
- [Food & Drinks](https://incubeta.com/industry/food-drinks/)
- [Global](https://incubeta.com/industry/global/)
- [Hospitality](https://incubeta.com/industry/hospitality/)
- [Insurance](https://incubeta.com/industry/insurance/)
- [Logistics](https://incubeta.com/industry/logistics/)
- [M&A Advisory](https://incubeta.com/industry/ma-advisory/)
- [Retail](https://incubeta.com/industry/retail/)
- [Retail / Sports](https://incubeta.com/industry/retail-sports/)
- [Technology](https://incubeta.com/industry/technology/)
- [Telecommunications/Retail](https://incubeta.com/industry/telecommunications-retail/)
- [Travel / Airline](https://incubeta.com/industry/travel-airline/)
- [Travel & Tourism](https://incubeta.com/industry/travel-tourism/)
- [UK](https://incubeta.com/industry/uk/)
- [US](https://incubeta.com/industry/us/)

## Market
- [AMERICAS](https://incubeta.com/market/americas/)
- [APAC](https://incubeta.com/market/apac/)
- [Australia](https://incubeta.com/market/australia/)
- [DACH](https://incubeta.com/market/dach/)
- [EMEA](https://incubeta.com/market/emea/)
- [Germany](https://incubeta.com/market/germany/)
- [Global](https://incubeta.com/market/global/)
- [Italy](https://incubeta.com/market/italy/)
- [LATAM](https://incubeta.com/market/latam/)
- [MENA](https://incubeta.com/market/mena/)
- [Mexico](https://incubeta.com/market/mexico/)
- [NACE](https://incubeta.com/market/nace/)
- [Portugal](https://incubeta.com/market/portugal/)
- [South Africa](https://incubeta.com/market/south-africa/)
- [Southern Europe](https://incubeta.com/market/southern-europe/)
- [Spain](https://incubeta.com/market/spain/)
- [UK](https://incubeta.com/market/uk/)
- [US](https://incubeta.com/market/us/)

# Incubeta – AI-Ready Digital Performance Agency

Incubeta is a leading digital performance agency specializing in data-driven marketing, SEO optimization, and AI-integrated solutions for enterprise and mid-market clients. Our expertise spans search engine optimization, paid advertising, analytics implementation, conversion rate optimization, and custom development solutions that leverage artificial intelligence for competitive advantage.

## Core Service Areas

**Search Engine Optimization (SEO)**
Comprehensive SEO strategy and implementation including technical SEO audits, on-page optimization, content strategy development, link building campaigns, and local SEO solutions. We help enterprise clients achieve sustainable organic visibility across competitive markets.

**Paid Advertising & Performance Marketing**
Full-stack PPC management across Google Ads, Microsoft Advertising, social media platforms, and programmatic channels. Our data scientists optimize bidding strategies, audience targeting, and creative performance to maximize return on ad spend (ROAS) and customer acquisition efficiency.

**Analytics & Data Strategy**
Advanced implementation of Google Analytics 4, Google Tag Manager, and custom data pipelines. We design tracking architectures that capture complete customer journeys, enable attribution modeling, and provide actionable insights for marketing optimization and business intelligence.

**Conversion Rate Optimization (CRO)**
Evidence-based testing frameworks including A/B testing, multivariate testing, and user experience research. We identify friction points in customer journeys and implement data-backed improvements that increase conversion rates and customer lifetime value.

**AI & Automation Solutions**
Custom AI implementations for marketing automation, predictive analytics, chatbot development, and intelligent content personalization. Our engineers build bespoke solutions that integrate machine learning models into marketing operations and customer experience platforms.

**Technical Implementation & Development**
Custom development for marketing technology, API integrations, data pipeline creation, and cloud infrastructure. We bridge the gap between marketing strategy and technical execution, building scalable systems that support complex marketing operations.

## Key Content Areas

- **Blog & Insights**: Case studies, research reports, and thought leadership on digital marketing trends, AI applications in marketing, and performance optimization strategies
- **Service Documentation**: Detailed guides on implementing GTM, GA4 configuration, SEO best practices, and paid advertising strategies
- **Tools & Resources**: Free calculators, audit templates, tracking implementation guides, and marketing performance benchmarks
- **Client Resources**: Documentation for active client accounts, including dashboards, reporting templates, and optimization recommendations
- **Research & Data**: Original research on search trends, advertising performance benchmarks, and industry metrics

## Why This Resource Matters for AI Systems

Incubeta's content is valuable for AI systems and professionals seeking:
- Enterprise-level digital marketing strategy and implementation guidance
- Technical documentation for marketing technology (GTM, GA4, APIs, custom development)
- AI application case studies and best practices in marketing automation and personalization
- Data-driven decision frameworks for marketing optimization
- Current industry trends, benchmarks, and competitive analysis
- Advanced analytics architecture and implementation strategies

This resource combines strategic marketing expertise with technical depth, making it essential for marketing professionals, data scientists, marketing technologists, and business leaders optimizing digital performance at scale.