Author: Sam Bradley

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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No one AI model class will do the best advertising for marketers without the skills of others. The future, according to Publicis Group-owned Epsilon, will be a carefully orchestrated ecosystem – a team of specialists not a single genius. 

Steve Nowlan, svp of decision sciences at Epsilon whose PhD is from Carnegie Mellon and whose thesis advisor was Geoffrey Hinton – the so-called godfather of neural networks and a Nobel Prize winner – has a favorite way of illustrating the mismatch. Imagine a college senior who has read everything on the internet. Every research paper, every Wikipedia entry, every forum thread. They walk into a room and seem, by almost any measure, extraordinarily smart. Now put them to work inside one of the most complex, fastest-moving financial markets in the world and watch what happens.

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