Media Buying Briefing: AI’s impact on search forces agencies to rewrite the marketing script

For all the talk of generative AI upending the media agency business — I get daily pitches of this agency or that data platform rolling out a new proprietary AI system that changes everything! — it’s not as impactful as what’s happening to the search business. Zero-click search and generative search optimization (GEO) are the

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Published by digiday.com