‘Our marketing is not a bullshit machine’: Why Perplexity is investing in targeted, organic growth

As the race for AI platforms to dominate consumer adoption reaches a fever pitch, tech behemoths like OpenAI, Meta and Google are showing up on marketing’s biggest stages. AI startup Perplexity, however, isn’t convinced by the mass-market playbook to reach users.

“Our marketing is not a bullshit machine,” said Jesse Dwyer, head of communication at Perplexity, who doesn’t see the traditional SaaS business model readily applying to the AI landscape.

The customer acquisition conundrum

Instead, Perplexity is banking on its name carrying weight to keep current users engaged and attract new ones, especially the high-level professionals its targeting. The platform received 780 million queries in May, CEO Aravind Srinivas shared at Bloomberg’s Tech Summit last summer.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More

Here’s what a bigger — and more fractured — 2026 World Cup means for advertisers

Kevin Maloy, vp of NexxenTV, Nexxen

The 2026 FIFA World Cup is shaping up to be a landmark moment. Not only is it expanding to include more teams and arriving on North American soil, but it will also illustrate a new reality for premium television: Audiences can be massive and still hard to pin down. Live sports remain one of the most reliable sources of concentrated attention, but the path to that attention is increasingly fragmented.

For advertisers, the challenge is not whether people will watch; it is where they watch, how they move between platforms and how quickly plans need to adapt. Fragmentation is no longer an edge case; it is the operating environment, and marketing strategies have to be built with that reality in mind.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More