Viola Valeeva

The more Search changes, the more Marketing stays the same. Sharing a reality check on GEO by Pavel Israelsky for Search Engine Land, and it proves one thing: 𝗙𝘂𝗻𝗱𝗮𝗺𝗲𝗻𝘁𝗮𝗹𝘀 𝘀𝘁𝗶𝗹𝗹 𝘄𝗶𝗻. We are seeing a rush of new AI tools and technical hacks, but the data suggests that winning in AI Search looks a lot like classic reputation management: 𝟭. 𝗗𝗼𝗻'𝘁 𝗽𝗮𝗻𝗶𝗰: Google isn't dying. It still holds ~95% of the market. AI has expanded the pie, not eaten it. 𝟮. 𝗧𝗿𝗮𝗳𝗳𝗶𝗰 𝗶𝘀 𝗮 𝘃𝗮𝗻𝗶𝘁𝘆 𝗺𝗲𝘁𝗿𝗶𝗰: The crawl-to-click ratio for OpenAI is roughly 1,500:1. If you are chasing clicks from AI, you are chasing ghosts. The real value is the brand citation. 𝟯. 𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 > 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: This is the biggest takeaway for content marketers. The strongest signal for AI visibility isn’t what you write on your own blog, it’s what others say about you on platforms like Reddit, LinkedIn, and external publications. We're circling back to the "wisdom of the crowd." Just like early SEO relied on backlinks, AI relies on off-site authority signals. You can't "hack" your way into a LLM with a software tool. You get there by doing the fundamental work of building a brand worth talking about. Read the full article:  https://lnkd.in/g3xVe5zu #ContentMarketing #SEO #DigitalPR #MarketingStrategy #BackToBasics

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Yandex Ads is coming to the Kazakhstan Marketing Conference (Kazakhstan Growth Forum) to address how AI entered marketing practice over the past year. Presented by my colleague, Anuar Kagarov! Throughout 2025, most conversations around AI stayed at the level of debate. Would it replace marketers?  Would it reduce teams?  Would creativity survive? These discussions were loud, polarized, and often speculative. In 2026, the way companies relate to AI is about to reach a new level. Many teams have already moved past theory and begun using AI inside real processes. We, for instance, see AI supporting campaign planning, audience analysis, creative production, and operational efficiency across different markets. And Anuar will share several practical use cases from our work in Central Asia. If you’re at the conference, come join his session!

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#AppsFlyer's 2025 State of eCommerce #AppMarketing report reveals a dramatic shift in global growth strategy: China-based #eCommerceapps, now responsible for 85% of worldwide iOS user acquisition spend, have begun reallocating budgets from the US to Western Europe at scale. In Germany, iOS UA jumped 170% YoY in Jan–May 2025 and in France, it more than doubled, highlighting the rising importance of flexible, regionally tailored strategies in an unpredictable market environment. https://lnkd.in/gwm3GrgA

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Growing together with Mintegral, and the results speak for themselves 👇 Each platform acts as both a DSP and an SSP for the other, creating a system where demand and supply reinforce one another. Mintegral’s DSP scales with access to over 30,000 mobile apps in the Yandex Advertising Network. At the same time, Yandex Ads’ DSP brings high-quality demand from 600,000+ advertisers to Mintegral’s publishers. That’s what partnership looks like in action: stable performance, stronger competition for impressions, and a healthier global marketplace. Read the full story here: https://lnkd.in/dVjEsX25 

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What better way to close out 2025 and welcome 2026 with AdTechGod®? It is hard to overstate how disruptive 2025 has been for digital media. By any measure, 2025 will be remembered as one of the most consequential years the industry has seen in decades. Among myriad developments, general AI and agentic approaches to media buying will accelerate change across the media landscape. I expect 2026 to continue this trend. At the same time, we are clearly at the peak of an agentic hype cycle. While agentic media buying may unlock meaningful new efficiencies, this work is still very new. Early efforts will deliver both real breakthroughs and very real failures. The industry must be disciplined in separating promise from proof. ATG and I spent time discussing where agentic systems might add genuine value in the future, and where expectations are outpacing reality. Separately, we also dug into how the IAB Tech Lab makes hard roadmap decisions. Those decisions are increasingly driven by principal-based feedback from publishers and agencies, going deep on new concepts with the Tech Lab Board, and by a clear assessment of what the ecosystem needs to scale responsibly. Agentic AI may be having its moment, but AI does not fix broken incentives, fragmented measurement, or privacy challenges. It scales them. Without strong foundations, agentic systems will not transform advertising. They will simply exacerbate existing problems. That is why the Tech Lab is focused on evolving our open standards in an agentic world to drive interoperability and trust, and to capitalize on the potential of AI solutions in media, as we roll out our agentic initiatives this January.

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The Google search bar hasn't changed much in over 25 years, but what powers it has. AI search allows you to search using much more descriptive phrases, images, and audio to find exactly what you're looking for. Check out this video podcast with our AI hosts (created using #NotebookLM) for all the details.

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Acompio Strengthens Its Position in the Emerging AI SEO Landscape Structured Business Data Platform Gains Visibility in AI-Powered Search Results In response to the rapid evolution of AI-driven search technologies, Acompio announces its growing role in the emerging field of AI SEO (Artificial Intelligence Search Optimization). As generative AI systems reshape how users discover companies online, structured and entity-based business data has become a critical factor in digital visibility. See more at acompio.com

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". . .Late last week, Meta announced an update to its AI translation options for Reels, with an additional five languages now available within its translation options. . ." via Andrew Hutchinson 👍 Meta Adds More Languages to AI Translations for Reels https://lnkd.in/ebVBxyeC

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Data from Similarweb shows that worldwide search traffic fell by 15% year-over-year as of June, but here’s the stat that really hurts: the number of news searches on the web that result in no click-throughs to news websites had grown from 56% in May 2024, when AI Overviews launched, to nearly 69% as of May 2025. In just one year, Google’s AI features have pushed the zero-click rate for news searches from slightly more than half to more than two-thirds. 😳

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We're expanding our Data Operations team to accelerate research and GTM initiatives across ElevenLabs. This is a rare opportunity to work with Ani Janelidze Tim von Känel Piotr Dabkowski Angelos Perivolaropoulos Jakub Lichman and many more of the sharpest people at the frontier of audio AI. If you're excited about scaling a massive internal human data operation to unlock new model capabilities and improve the reliability of our voices and products for our next hundred million users, come talk to us.

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Yesterday at #Interact2025 by IAB Europe, one thing became crystal clear: the future of marketing isn't just tech-enabled / it's tech-integrated. The marketing function has evolved far beyond campaigns and communications. Today, it's about data fluency, smart automation, retail media, Connected TV, and the seamless fusion of digital precision with the emotional power of traditional formats. 🙄 How are you getting organized in your company to face this, CTO and CMO functions are merging? This is what inspired me yesterday to discover more. As @Keith Ryan aptly put it, "Retailers are media companies in denial." This quote echoes a broader truth: every brand, platform, and publisher must rethink their role in the media ecosystem. In Belgium, we must step up "claim our space in digital advertising" as @Bernard Marchant from Rossel said it. We’re at a turning point, where the walls between old and new media are not just blurring, they’re dissolving. The best of digital (measurability, targeting, agility) is finally meeting the best of traditional media (scale, storytelling, trust) through emerging channels like Connected TV and the rise of retail media. @Alison Keith from Kraft Heinz also insisted on the power on the brands in a contextual marketing, "context is still fashionable". At this intersection, marketers need not only creative instincts, but also technological literacy and organizational alignment to truly thrive. And that’s where #IABbyBAM BAM - Belgian Association of Marketing comes in more than alive, it’s actively helping our industry navigate this complexity, elevate our standards, and educate the next generation of marketers. 🔁 Let’s push for more collaboration, Join us for the next IABbyBAM event (link in message) 📊 Let’s make marketing a technative function. 🇧🇪 And let’s ensure Belgium plays a leading role in shaping the digital future. #MarketingTransformation #TechInMarketing #IABbyBAM #RetailMedia #ConnectedTV #DigitalMarketing #MediaEvolution #Interact2025

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🤖 Zero‑click AI overviews expose a real issue. If brand outcomes haven’t dropped with publisher impression declines, some legacy display inventory probably wasn’t doing much. More ≠ better. 📰 The ALM critique is valid — quality publishers are hurting as traffic & impressions fall. But let’s stay realistic about what industry bodies can fix, where things still need attention. Standards, measurement, transparency & accountability. That’s where I want the IAB much louder & more prescriptive. 💡 From a buyer POV — ways the IAB can help both publishers & advertisers: 🧠 Define “agent‑safe” inventory. Standardize signals so AI agents spot real journalism vs. AI‑slop. Brands deserve to know what they’re buying. 🖥️ Turn DOOH guidance into clear rules on impression quality, cross‑screen attribution & 3P verification so it scales w/o display’s mistakes. 📺 PLEASE! Accelerate CTV standards (fraud controls, supply chain transparency, unified signals). Auction dynamics need a magnifying glass 🔍 Reduce bloat & clarify ad dollar flow. 📊 Enforce clear data & measurement rules: fee transparency, penalties for misrepresented data, accreditation tied to true compliance. There are very bad things happening here (UID2.0) putting publishers & advertisers at risk. 🚫 For publishers — the answer isn’t more banners or pre‑rolls. It’s aligning monetization w/ consumption habits: 👉 Cleaner layouts prioritizing content. 👉 Media‑rich, high‑impact units (native, audio, video). 👉 Responsible AI use: turn copy into short‑form video, explainers, “read‑alouds,” w/ clear “AI‑assisted” or “Human” labels. If we fix incentives, clean up the value chain & make UX intuitive, advertisers can better fund quality publishers. Hopefully 0C drives the change to eliminate low‑value inventory. AdExchanger Digiday #AdTech #ProgrammaticAdvertising #CTV #DOOH #Publishers #MediaQuality #BrandSafety #DataTransparency #AIinAdvertising #Measurement #AdFraud #SupplyPathOptimization #UserExperience

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My dear colleague Clara Shih just announced a big step for AI driven business growth: Meta has made new Business AIs available to eligible businesses in the US 🚀 Also you can now add Business AI directly to a brand’s website to answer frequently asked questions. Check out all of the details down below 👇

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𝗧𝗵𝗲 𝗺𝗼𝘀𝘁 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝘀𝗹𝗶𝗱𝗲 𝗶𝗻 𝘁𝗵𝗲 𝗜𝗔𝗕 2026 𝗢𝘂𝘁𝗹𝗼𝗼𝗸 𝗶𝘀𝗻’𝘁 𝗮𝗯𝗼𝘂𝘁 𝘀𝗽𝗲𝗻𝗱 𝗴𝗿𝗼𝘄𝘁𝗵. It’s about 𝘸𝘩𝘢𝘵 𝘨𝘳𝘰𝘸𝘵𝘩 𝘵𝘦𝘢𝘮𝘴 𝘢𝘳𝘦 𝘲𝘶𝘪𝘦𝘵𝘭𝘺 𝘥𝘦𝘱𝘳𝘪𝘰𝘳𝘪𝘵𝘪𝘻𝘪𝘯𝘨. Yes, the headline is +9.5% ad spend growth in 2026. Yes, Social, CTV, and Commerce Media are all up double digits. But the signal that matters for operators is this: 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗮𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 𝗶𝘀 𝘀𝘁𝗶𝗹𝗹 #1 — 𝗯𝘂𝘁 𝗶𝘁’𝘀 𝗹𝗼𝘀𝗶𝗻𝗴 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝘆 𝘁𝗼 𝗿𝗲𝗽𝗲𝗮𝘁 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲. That’s not a strategy trend. That’s a margin reality. Rising media costs + AI-fueled competition means CAC math is breaking faster than most boards want to admit. Here’s what stands out — and why it matters if you own growth, not just media: 1. 𝗦𝗽𝗲𝗻𝗱 𝗶𝘀 𝗴𝗿𝗼𝘄𝗶𝗻𝗴, 𝗯𝘂𝘁 𝘁𝗼𝗹𝗲𝗿𝗮𝗻𝗰𝗲 𝗳𝗼𝗿 𝗽𝗮𝘆𝗯𝗮𝗰𝗸 𝗶𝘀 𝘀𝗵𝗿𝗶𝗻𝗸𝗶𝗻𝗴. The shift toward repeat purchase isn’t about “brand love.” It’s about protecting contribution margin when blended CAC won’t come down. If your growth model still assumes acquisition will fix efficiency later, this breaks. 2. 𝗔𝗜 𝗶𝘀 𝗺𝗼𝘃𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 𝗼𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝘁𝗼 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻 — 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗺𝗮𝘁𝗰𝗵𝗶𝗻𝗴 𝗴𝗼𝘃𝗲𝗿𝗻𝗮𝗻𝗰𝗲. Two-thirds of buyers are focused on agentic AI for buying and execution. But the top challenges are still incrementality, cross-channel measurement, and understanding what AI is 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 doing. This is how teams end up with: • Faster media decisions • More creative variants • And less confidence in what’s driving revenue 3. 𝗥𝗲𝗽𝗲𝗮𝘁 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝗶𝘀 𝗯𝗲𝗰𝗼𝗺𝗶𝗻𝗴 𝗮 𝗴𝗿𝗼𝘄𝘁𝗵 𝗹𝗲𝘃𝗲𝗿, 𝗻𝗼𝘁 𝗮 𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗞𝗣𝗜. Nearly doubling YoY focus on repeat purchase is a tell. Growth teams are being forced to treat lifecycle, CRO, and owned channels as 𝘨𝘳𝘰𝘸𝘵𝘩 𝘪𝘯𝘧𝘳𝘢𝘴𝘵𝘳𝘶𝘤𝘵𝘶𝘳𝘦, not “post-acquisition cleanup.” 𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗺𝗲𝗮𝗻𝘀 𝗶𝗻 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲: • If paid, lifecycle, and CRO don’t share a single measurement view, AI will amplify noise. • If repeat purchase isn’t modeled into CAC payback, acquisition budgets will keep getting cut. • If you can’t explain incrementality beyond in-platform reporting, AI execution will outpace trust. AI will accelerate whatever system you already have. If that system isn’t built around profitable growth and repeat value, speed just gets you to the wrong answer faster. https://lnkd.in/gnpMuhgh

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📢 Big News: AlphaSense is now available on Amazon Web Services (AWS) Marketplace in the new AI Agents and Tools category! AWS customers can now find, buy, and deploy AlphaSense with a few clicks, accelerating AI agent and workflow development like never before. AlphaSense combines next-level AI with a massive library of over 500 million premium business documents, plus more than a decade of hands-on experience with real customer workflows. Our AI agents, powered by Generative Search, Generative Grid, and Deep Research, are helping teams cut through the noise, spot what matters, and move fast with confidence. https://lnkd.in/gChGi9w5

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⚡ We’re launching Yandex Ads Boost, a unified platform that connects Ad Monetization, Easy Monetization, and AppMetrica into one for app developers. Until now, developers had to travel between dashboards, SDKs, and reports to understand how ads perform, how users behave, and how revenue flows. Boost eliminates that: — Everything now works end-to-end, from integration to analytics, inside a single interface. — In just two clicks, developers can access cross-scenarios, combined metrics, and a checklist for every step of setup. — Publishers also have lower development costs through shared components. For us, it’s a step toward an ecosystem of services for a full mobile app growth cycle: from ad monetization to user acquisition, analytics, and beyond. The public launch starts across key markets, including Türkiye, Kazakhstan, China, Uzbekistan, and others. Excited to see what a great experience our partners will soon achieve through Boost.

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Amazon Ads and Spotify have announced a global strategic integration that provides advertisers using Amazon DSP with programmatic access to Spotify's high-quality streaming audio and video inventory.

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