As agencies scramble to react to the LiveRamp acquisition, our founder Craig warns agencies to avoid simply swapping one centralized dependency for another. Craig shared with Garett Sloane at AdAge that “RampID got dangerous because it became the ecosystem’s connective tissue and nobody felt they could walk away from it. Don’t fix that by swapping one landlord for another. The net takeaway is that agencies need to work across several providers and build their own data foundat

By Scott Hansen - CRO Accretive Media The car-buying journey is changing fast. Search still matters, but consumers are increasingly turning to AI tools for recommendations, comparisons and purchase guidance. That shift is making it harder for marketers to rely on traditional search metrics as the sole indicator of demand. A recent experience made this clear for me. My wife told me she needs a new car. The next day, she shared her “wishlist” and a few days later, I’m driving

By Craig Benner, Founder & CEO, Accretive Adtech has collectively decided that the future is AI. That works out well, because it turns out everyone already has some. Every platform has an agent, every pitch deck features a chatbot screenshot, and every demo includes a model politely explaining things it barely understands with extraordinary confidence. The technology is impressive, but it’s no longer special. Large language models (LLMs) are now interchangeable commodities. A