On this episode of Modern Marketing and Measurement, Ivan Doruda, Global CEO at MGID, joins the show to discuss how AI is changing search, publishing, and performance marketing across the open web. From the shift away from traditional SEO to the growing importance of monetization, contextual intelligence, and generative engine optimization, Ivan shares a grounded look at where the industry is headed and why human expertise still matters in an increasingly automated world.
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
