Server-side tracking, AI search surfaces, retail media and three more shifts worth planning for.
AI answer surfaces are compressing informational traffic while increasing the value of branded and transactional demand.
Server-side tracking has moved from nice-to-have to prerequisite for accurate paid measurement.
Retail media networks continue absorbing budget from traditional display, especially for consumer brands.
The through-line: first-party data quality now determines campaign performance more than platform tactics do.