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of the curve

Everything gets sold as one thing now: AI. But a chat window, a bidding algorithm and a forecasting model fail in completely different ways, and picking the wrong one costs real budget. Torkel Öhman on why LLMs shouldn’t be anywhere near your budget, and what should.

MCPs, agents, LLMs, and the one thing the “fire your agency” posts keep leaving out.

Agentic AI is having a moment. Tools that book your meetings, answer your emails, and build your apps. The pitch sounds great. The execution is more complicated. Here’s where AI agents genuinely help, where they don’t, and what most of the pitches are leaving out.

Paid and organic search are usually managed in separate silos. L’Oréal and WPP Media decided to connect them.

Your search account looks great on paper. Strong CTR. Efficient CPCs. ROAS, the CFO can’t argue with.
There’s just one problem. A chunk of that spend? You were getting that traffic anyway.

The advertising industry hasn’t changed all that much over the past 10–20 years. Actually, it never really changed drastically, until now. Say hello to UCP (Universal Commerce Protocol).