How has the approach to performance creative evolved, and what distinct strategies are emerging across different generations in this age of increasing data and automation?

In this episode of Digital Disruptors, PMW News Reporter Reem Makari speaks with Megan Tarsuslugil, Senior PR Manager at Bottled Imagination (formerly Senior Campaign Specialist at Journey Further), and Frediano Iannelli, Senior Strategy Director at PMG. Together, they delve into the contrasting perspectives on creative optimisation, exploring how different age groups are leveraging AI, short-form content, and data insights to achieve winning results.

They also reflect on the perceived differences in risk-taking and adoption of new platforms, the enduring importance of creative fundamentals, and whether a generational gap exists in understanding and executing effective performance creative. Plus, they debate the impact of data overload and share their views on what the future holds for creative excellence in performance marketing.

~ Episode breakdown ~

(0:00 – 7:53) Generational perspectives on AI in creative optimisation and the integration of brand & performance

(7:53 – 19:55) Learning across generations: balancing data, intuition, and short vs. long form content strategies

(19:55 – 38:50) The evolving role of AI in workflow, exploring new channels, and the blending of brand & performance

(38:50 – end) Outdated practices, future trends in creative optimisation, and the myth or fact game

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Last month, Google announced it is no longer planning to roll-out a ‘user-choice’ feature allowing users to opt out of being tracked by third-party cookies on Chrome. Notably, Anthony Chavez, VP Privacy Sandbox at Google, said in a blogpost that this decision comes off the back of industry feedback.

On this episode of the Performance Marketing Unlocked podcast, Jyoti Rambhai, PMW's Premium Content Editor (1:44), joins host Joe to put this news under the magnifying glass and analyse exactly what this means for the industry at large.

Together, the pair attempt to answer some key question, such as: are third-party cookies here to stay? Is first-party data still an industry priority? And does Google feat the DOJ will really force it to sell Chrome?

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(1:44) Google is not deprecating third-party cookies on Chrome – why?

(13:41) Is user privacy really an industry priority?

~ Further reading ~

Google reveals third-party cookies are here to stay

‘Stop thinking about what Google is going to do next’: Adland reacts to third-party cookie plans being scrapped

The future lies in first-party data: Lessons learnt from Google’s 'flip-flopping' decisions

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How has PPC and paid media evolved—and what skills do marketers need to thrive in an era of automation, AI, and emerging platforms?

In this episode, PMW’s News Reporter Reem Makari speaks with Clotilde de La Noue, Acting Head of Digital and Performance Marketing at the Financial Times; Lydia Wigley, Paid Media Strategy Director at Croud; and Tom Chandler, Founder of The Digital Lighthouse. Together, they explore the shift from manual to automated processes, the importance of cross-channel collaboration, and the growing role of machine learning in paid search.

They also reflect on the challenges of convincing senior leaders to invest in new platforms like TikTok; why traditional PPC skills like testing and rigor still matter; and how marketers can better communicate complex strategies to different stakeholders. Plus, they share predictions for the future of performance marketing and tackle some common myths about PPC and paid media.

~ Episode breakdown ~

(2:27 – 6:53) Evolution of PPC: From manual bidding to AI integration

(6:53 – 11:59) Challenges, opportunities, and the value of traditional PPC skills

(11:59 – 22:17) Cross-channel collaboration and communicating with senior leaders

(22:17 – end) Future trends, emerging platforms, and myth or fact: PPC edition

~ Further reading ~

Pay Per Click (PPC)

Performance driven paid media the most critical investment for 62% of marketers

Google or Meta? The best way to spend your paid media budget during peak

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