Author: Sam Bradley

At this year’s upfront negotiations, advertisers are set to weigh tariff impacts and consumer sentiments against big-ticket TV deals and major media investments. eMarketer projects that linear TV upfront spending will fall 9.1% compared with last year, for example, a drop fueled by economic concerns and the march of streaming platforms.

That doesn’t mean advertising’s subplots are going to take a pause.

Take Amazon, for example. The tech giant’s ad revenues increased 18% year-on-year in first quarter 2025 to $13.9 billion — and CTV is a single, if key, part of that business. A megabucks deal for NBA streaming rights last year saw Amazon Prime Video add to its range of live sports coverage, which also includes coverage of the NFL, MLB, Premier League soccer and NASCAR.

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Google’s search engine isn’t the only one in town, and marketers are taking notice. Increasingly, people are shifting search behaviors to AI chatbots, like ChatGPT and Perplexity. This means marketers’ search engine optimization playbook might soon need to be revamped to account for AI-generated product discovery, recommendations and more.

At Digiday’s Programmatic Marketing Summit in Palm Springs, California, Elena MacGurn, svp of search at Digitas, broke down how the agency is adapting its search marketing strategy for clients amid the AI boom. Live from Palm Springs, Tim Peterson, Digiday’s executive editor of video and audio, and senior marketing reporter Kimeko McCoy caught up with MacGurn for this episode of the Digiday Podcast.

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