Category: In the News

The latest round of earnings calls from the cohort of publicly listed ad tech companies concluded this week, with the results helping observers to grasp the challenges and opportunities in the sector.

The numbers filed with each company’s respective stock exchange in recent weeks, as shown in the table below, indicate an annual average revenue increase of 17.4% across the sector in 2025.* Although anomalies such as AppLovin (70% growth) and Teads (46% growth post-merger with Outbrain), as well as Perion and PubMatic’s declines of 12% and 2.88%, respectively, warrant closer inspection.

Closer analysis shows that revenue-weighted growth across the sector was 26.6% in 2025, although subsequent stock ratings were not reflective of this, with prices largely heading south after market disclosure as concerns around AI and Big Tech’s influence swelled.

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For the best part of 20 years, paid search and SEO have operated as separate disciplines. But as they respond to the zero-click search era, marketing agencies are erasing the boundaries between organic and paid search teams.

Elena MacGurn, svp of search at Digitas, told Digiday the Publicis Groupe agency has begun reorienting teams from either side of the search aisle around common client objectives. 

“Unless you have that shared goal… your strategies are going to be at odds,” said MacGurn, who spoke at Digiday’s Media Buying Summit this week in Nashville.

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