Lou Paskalis

Impression-level AI is powerful only if the data inputs are clean and the incentives are aligned. Moving intelligence upstream doesn’t eliminate opacity by default. If agentic systems are making micro-decisions in milliseconds, transparency and governance become even more critical especially as AI-driven optimization increasingly determines pricing, prioritization, and access. There’s also a structural implication. When optimization lives at the impression layer, differentiation shifts from bulk inventory to signal quality and predictive modeling. The competitive edge is who can predict value most accurately at the micro level.

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As brands and agencies brace for economic volatility, proactive steps are essential for ensuring media investments remain effective. From scenario planning and prioritizing transparency to competitive intelligence, it’s vital to prepare for varying economic conditions. Historical insights show that brands maintaining advertising spending fare better and recover faster. Marketing leaders must keep tone sensitivity in mind as consumers become more deliberate about spending. Adaptation is key. #MarketingStrategy #EconomicUncertainty #Advertising #BrandGrowth #MediaInvestments #Leadership #ScenarioPlanning

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Whether the message is about public service or commercial advertising, the need for efficient, effective, and relevant advertising is as real today as it ever was. Advertisers in Government-to-consumer (as well as B2C and B2B sectors) need to demonstrate accountability. Interest Based Advertising (IBA) has helped fulfill that mission for decades with better engagement. Importantly IBA can and should be done with an eye on consumer transparency and control - regardless of sector. AdChoices has shown the way for how responsible advertisers (B2C, B2B and even G2C in this blog) can achieve BOTH effectiveness and responsibility at the same time. Want to learn more? Talk to Digital Advertising Alliance today!

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Quote from yesterday -> When asked about the Penske lawsuit over AI Overviews today, Google's VP of Government Affairs and Public Policy said users increasingly want the AI summaries (but links to publishers is still an important part of the ecosystem) "So, I don’t want to speak about the specifics of the lawsuit, but I can speak to our philosophy here, which is, look, we want a healthy ecosystem. The 10 blue links serve the ecosystem very well, and it was a simple value proposition. We provided links that directed users free of charge to billions of publications around the world. We’re not going to abandon that model. We think that there’s use for that model. It’s still an important part of the ecosystem." "But user preferences, and what users want, is also changing. So, instead of factual answers and 10 blue links, they’re increasingly wanting contextual answers and summaries. We want to be able to provide that, too, while at the same time, driving people back to content, valuable content, on the Internet. Where that valuable content is for users, is shifting. And so it’s a dynamic space. Ultimately, our goal is to ensure that we have an overall healthy ecosystem." https://lnkd.in/eSV-khVU

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While at #AdtechEconomicForumNYC, I had the pleasure of speaking with Matthew Scott Goldstein (msg) for an ADWEEK interview. We discussed the importance of #trust in today’s media ecosystem, along with the latest developments involving @Publicis and The Trade Desk. Curious what you think..:-)

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How can publishers navigate rising signal loss and stay in control? In the latest episode of #ThePubWay podcast, Tony Katsur (CEO at IAB Tech Lab) joins hosts Tina Iannacchino and Mike Villalobos to break down how Trusted Server, open-source frameworks and standardized measurement are reshaping the digital ad ecosystem. Listen now: https://lnkd.in/dYCyfyWp #Publishers #AdTech #DigitalAdvertising #ContextualAdvertising Seedtag

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See how agencies are shrinking time-to-insight from hours to minutes and delivering trusted outputs with full traceability. 👉 Watch this quick demo of Domino Data Lab Document Intelligence's power to transform mission-critical records, policies, reports and multi-modal data into auditable, operational insights at speed. 🎥 https://gag.gl/MfxQ0b

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Latest pod episode features Transunion's Matt Spiegel talking about the future of identity, the role of media agencies, and what AI platforms can't do (sponsored by Intent IQ)

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Synthetic data can be exciting: it can help brands understand niche audiences faster, simulate scenarios, and extend human insight where real data is scarce. But let’s be clear, its power is conditional. Synthetic data is only as good as the human data behind it. Poor training or biased inputs can mislead marketers and erode trust. Used well, synthetic data lets marketers: ✅ Understand niche groups faster ✅ Test scenarios that traditional research can’t scale to ✅ Make decisions with more confidence The opportunity is real, but so is the risk. Start small, validate carefully, and remember: synthetic data should augment human expertise, not replace it. #SyntheticData #AI #MarketingStrategy

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Until recently, channels like Roku, Paramount, Pandora, or iHeartMedia were reserved for enterprise-scale advertisers with advanced programmatic infrastructures. For emerging and mid-sized CPGs, these platforms were too complex, too fragmented, or too expensive to navigate. Some recent announcements from Kroger Precision Marketing have changed that. Service-Led Activation Model: KPM provides a managed-service approach - handling all the technical complexity of programmatic buying on behalf of the brand. This removes the barrier of entry for brands lacking in-house programmatic expertise. Data-Powered Precision: Campaigns are entirely fueled by Kroger’s massive first-party data set (over 60 million households), ensuring that ads on CTV or audio platforms are precisely targeted to verified, high-value shoppers. Closed-Loop Accountability: KPM is not just selling reach; it’s selling a measurable outcome. The managed service is tied directly to Kroger’s sales data, allowing brands to prove that an ad seen on a streaming platform led directly to a product purchase in a physical or digital store. #RetailMedia #CommerceMedia #CPGMarketing #AdTech #KrogerPrecisionMarketing #ConnectedTV

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This new AI-powered search study from one of Tinuiti's partners, Adthena, is worth reading in full (link in comments). They looked at how the presence of Google’s AI Overviews has shifted over time (comparing Q2 ‘25 [Apr-May] to Q3 ‘25 [Aug-Sep]), and how AIO visibility differs by domain, industry, and search behavior. Biggest takeaway for me (𝘦𝘴𝘱𝘦𝘤𝘪𝘢𝘭𝘭𝘺 𝘢𝘴 𝘸𝘦 𝘦𝘯𝘵𝘦𝘳 𝘵𝘩𝘦 𝘣𝘶𝘴𝘺 𝘩𝘰𝘭𝘪𝘥𝘢𝘺 𝘱𝘦𝘳𝘪𝘰𝘥 𝘧𝘰𝘳 𝘳𝘦𝘵𝘢𝘪𝘭𝘦𝘳𝘴): 𝗔𝗜𝗢𝘀 𝗮𝗿𝗲 𝗼𝗻𝗹𝘆 𝗮𝗽𝗽𝗲𝗮𝗿𝗶𝗻𝗴 𝗶𝗻 ~𝟭𝟬% 𝗼𝗳 𝗥𝗲𝘁𝗮𝗶𝗹-𝗿𝗲𝗹𝗮𝘁𝗲𝗱 𝗦𝗘𝗥𝗣𝘀, and that rate hasn't changed much in recent months. In other words, the world (𝘰𝘧 𝘥𝘳𝘪𝘷𝘪𝘯𝘨 𝘵𝘳𝘢𝘧𝘧𝘪𝘤 𝘧𝘳𝘰𝘮 𝘎𝘰𝘰𝘨𝘭𝘦 𝘚𝘦𝘢𝘳𝘤𝘩) isn't ending, at least for our Retail friends. Yes, this holiday will be different than years past given all the new ways consumers are finding and choosing what to purchase. But with the right holistic search strategy (organic + paid) that maximizes visibility & topical authority, and properly leverages AI-powered measurement & ad features (like Enhanced Conversions, value-based bidding, AI Max / Broad Match, and well-optimized responsive search ads), it can be one of the strongest years yet for brands who lean in. Key findings from the study:  • AI Overviews don’t appear in 𝘦𝘷𝘦𝘳𝘺 search, but where they do, their impact isn’t uniform  • 𝗣𝗮𝗶𝗱 𝗦𝗲𝗮𝗿𝗰𝗵 𝗖𝗧𝗥𝘀 𝗰𝗼𝘂𝗹𝗱 𝗱𝗲𝗰𝗹𝗶𝗻𝗲 𝗯𝘆 𝟴–𝟭𝟮 𝗽𝗲𝗿𝗰𝗲𝗻𝘁𝗮𝗴𝗲 𝗽𝗼𝗶𝗻𝘁𝘀 (roughly a 20–40% relative drop) as AI-generated answers take up more space on the SERP  • In general, the longer the search query, the higher the likelihood of triggering an AI Overviews (𝘯𝘰𝘵 𝘯𝘦𝘤𝘦𝘴𝘴𝘢𝘳𝘪𝘭𝘺 𝘯𝘦𝘸/𝘴𝘶𝘳𝘱𝘳𝘪𝘴𝘪𝘯𝘨 𝘪𝘯𝘴𝘪𝘨𝘩𝘵)  • What IS interesting is that, across industries, 𝗔𝗜 𝗢𝘃𝗲𝗿𝘃𝗶𝗲𝘄𝘀 𝗮𝗿𝗲 𝗻𝗼𝘄 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗶𝗻𝗴𝗹𝘆 𝗹𝗶𝗸𝗲𝗹𝘆 𝘁𝗼 𝘁𝗿𝗶𝗴𝗴𝗲𝗿 𝗼𝗻 𝘀𝗵𝗼𝗿𝘁𝗲𝗿, 𝗵𝗶𝗴𝗵-𝘃𝗼𝗹𝘂𝗺𝗲 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀, 𝗶𝗻𝗰𝗹𝘂𝗱𝗶𝗻𝗴 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗾𝘂𝗲𝗿𝗶𝗲𝘀 (ie: the type that tend to trigger paid search ads)  • However, the Retail industry has seen a modest increase in AIO visibility from Q2 to Q3 2025 (+2%), with 𝗔𝗜𝗢𝘀 𝗼𝗻𝗹𝘆 𝗮𝗽𝗽𝗲𝗮𝗿𝗶𝗻𝗴 𝗶𝗻 ~𝟭𝟬% 𝗼𝗳 𝗥𝗲𝘁𝗮𝗶𝗹 𝗿𝗲𝗹𝗮𝘁𝗲𝗱 𝗦𝗘𝗥𝗣𝘀, signaling early but steady adoption in product and comparison-based searches  • The brands gaining the most visibility in AI Overviews are those providing broad, information-rich content, often educational or comparison-focused

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CMOs demand guaranteed delivery, lowest CPMs, strategic flexibility, and outcome-based pricing. Physics says you can't have all four simultaneously. Principal media delivers three of them. The question is which three matter most. Forrester's new principal media report from the inimitable Jay Pattisall is very much worth a read, and it's going to trigger the predictable debate. Critics will argue agencies are creating conflicts. Evangelists will tout cost savings. Both will miss the strategic reality: CMOs facing compression don't have the luxury of perfect markets. I've watched boards push CMOs for guaranteed outcomes while slashing budgets. In that environment, academic arguments about strategic flexibility mean nothing. The anti-principal media argument assumes unlimited client patience, perfect information, and rational markets. Reality looks different. Reality is: your board wants cost certainty so they can model P&L without media volatility. Reality is: your CFO wants guaranteed delivery so you're not scrambling for Super Bowl inventory in scatter markets. Reality is: your CEO wants outcome-based pricing that ties media spend to business results. Principal media trades strategic flexibility for the three things boards actually care about: cost certainty, delivery guarantee, and outcome alignment. The Forrester report shows 80% of marketers are interested in principal media advantages. That's not because CMOs are naive about conflicts of interest. It's because they're making rational trade-offs under real constraints. The criticism of principal media comes from people who've never faced the impossible triangle. They can afford to optimize for strategic flexibility because they're not accountable for the P&L impact when media costs spike or inventory disappears. Yes, principal media requires transparency. Yes, it needs contractual controls and performance accountability. Yes, clients should cap how much spend flows through principal arrangements. But the mechanism itself? It's agencies finally building inventory positions that enable the outcome-based pricing we've demanded for years. I'm a big supporter as, for two decades, I've watched CMOs demand that agencies move from billing hours to pricing on outcomes. "Put skin in the game," they said. "Share the risk." Now agencies are doing exactly that with principal media, and the industry is calling it a conflict of interest. We can't have it both ways. Forrester predicts principal media will grow to one-third of billings by 2026. Read their report, then decide which three variables matter most for your business. https://lnkd.in/eKHg5qmk #PrincipalMedia #MediaBuying #CMO #MarketingLeadership #MarketingStrategy

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Marketing budgets aren't coming back. Yet tech stacks keep growing. 62% of teams now use more tools than two years ago. The result? More complexity, less pipeline impact. Smart CMOs are rethinking their approach—prioritizing integration, automation, and measurable ROI over hype. See the principles separating high-performing teams from overwhelmed ones. https://bit.ly/49FPhUe

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