Performance Marketing Unlocked

We’ve entered the ‘synthetic era’ of social media. AI can now try to generate a viral video, clone a creator’s voice, and optimise a hook for the algorithm in seconds. But there's a catch, consumers want more authentic content, not less.On this episode of the Performance Marketing Unlocked podcast, Chris Parnell, co-founder and CCO of social-first creator agency NewGen, joins host Joe to discuss how advertisers can use AI to enhance their social media marketing and creator partnerships, without removing the 'human in the loop' and jeopardising consumer trust.This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.~ Episode breakdown ~ (2:18) How is AI impacting social media marketing and the creator economy?(18:05) Does AI help or hinder brand safety on social media?(27:52) PMW's Resell Me a Pen Challenge~ Further reading ~ IPA Bellwether reaction: 13 experts on AI’s tipping point, live events comeback and beating the cookie-free rushWhat Unilever's influencer-first strategy means for marketers‘It's a land grab for talent’: Meta, YouTube and Goalhanger bet big on creators

POSSIBLE Miami is the pretty new thing in the world of advertising events, but is it already becoming a mini-Cannes?On this episode of the Performance Marketing Unlocked podcast, PMW's Editor Robin Langford and Senior News Reporter Bethany Lee join host Joe to discuss whether there is scope for POSSIBLE to carve out a necessary niche in an already oversaturated roster of annual advertising events.Also, retail media's growth is quietly beginning to sputter and the top brass among some key UK players have been let go as a result – what does this mean for the channel's future?This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.~ Episode breakdown ~ (2:54) The 2026 PMW International Powerlist 100 is here(10:59) Why has POSSIBLE made such an impression?(19:10) PMW puts retail media under the microscope~ Further reading ~ Exclusive: Is retail media running out of road? ‘Surviving this crunch requires a rapid pivot’The PMW International Powerlist 2026PMW to host Powerlist Watch Party live at Cannes Lions 2026‘It’s landing at a strange time’: Can POSSIBLE shed light on adland’s black boxes?Five things adtech will be debating at POSSIBLE this week

Search is becoming increasingly fragmented for users, spread across traditional browsers, largue-language-models (LLMs), social media platforms and more. In turn, search competition is increasing among advertisers, leaving many marketers looking for new ways to reach audiences. On this episode of the Performance Marketing Unlocked podcast, Andy Squire, RVP Sales, EMEA at Brave, outlines how brands can stop feeding the blackbox oligopoly and learn to reach high-value audiences on the open web, without the walled garden tax.This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.~ Episode breakdown ~ (2:15) How can businesses stop relying on walled gardens?(17:10) Balancing personalisation and privacy(25:03) Overrated or underrated...(27:34) PMW's Resell Me a Pen Challenge~ Further reading ~ Does the open web have a glass ceiling?‘A severe blow’: Adland’s take on Dentsu and WPP abandoning The Trade Desk’s OpenpathAre AI platforms starving untapped audiences of ad investment?

Experts have billed 2026 as 'the year of the independent agency', so what does this mean for the future of holding companies?On this episode of the Performance Marketing Unlocked podcast, PMW's entire editorial team is in studio to talk about everything going on in the world of marketing that doesn't involve AI. From an uptick in agency mergers and acquisitions to the channels marketers continue to ignore, the team discuss all you might have missed during AI's takeover of your psyche. This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.~ Episode breakdown ~ (2:32) Why does it feel like M&A activity has gone into overdrive?(9:00) Everything marketers have been ignoring in 2026 so far(21:35) Overrated or underrated...~ Further reading ~ Publicis wins Microsoft’s AI biz and Anthropic’s revenue surges: Latest industry movesROAST expands to US and impact.com helps YouTube launch Creator Partnerships API: Latest industry movesGlobal consumer media usage to rise after 2025 slump

The first quarter of 2026 has come to an end. It was full of expectation, innovation and cautious optimism – but how did it really play out?On this episode of the Performance Marketing Unlocked podcast, host Joe is joined by PMW's Editor Robin Langford to discuss the factors, events and trading conditions that have marked the opening quarter of the year, diving into the state of play as we begin Q2 by addressing everything from business confidence and investment opportunities to new in-demand skills among marketers and everything in between. Also, the pair provide an update on OpenAI's ChatGPT Ads pilot, which has made headlines for a consecutive week. Despite murky early returns, OpenAI has announced an expansion of the pilot to new regions and an extension to its original timeline – but will the gamble pay off?This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.~ Episode breakdown ~ (2:04) How has Q1 played out across adland?(10:12) OpenAI expands and extends its ChatGPT Ads pilot(19:10) Specificity is LLMs' superpower ~ Further reading ~ 'The horse is definitely cantering!': 81% of UK performance agencies report upbeat start to 2026Is the ChatGPT honeymoon over? 59% of UK performance agencies embedding bespoke AI in their work‘The war could change business confidence’: UK marketing sentiment plummets 30% in a monthTop 4 agency 'hiring headaches': Analytics skills top shortage list

'Big Six' holding companies appears to be quickly losing faith The Trade Desk (TTD). Publicis is no longer recommending the demand side platform to its clients, Dentsu and WPP abandoned Openpath and Omnicom has reportedly commissioned an audit of its relationship with the company – but why?On this episode of the Performance Marketing Unlocked podcast, PMW's Senior News Reporter Bethany Lee joins host Joe to discuss what these changes mean for the broader programmatic landscape and whether or not operating in the open web puts a ceiling on a company's success. Also, the pair discuss ChatGPT Ads' ongoing advertising trial. Early returns are in and measurement appears to be the biggest hurdle for advertisers, but what do consumers think of the new format – and does it matter? This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.~ Episode breakdown ~ (2:36) What next for the open web?(10:01) Is ChatGPT playing measurement catch-up?(20:10) Why ads in ChatGPT has to work for OpenAI~ Further reading ~ Omnicom commissions audit of The Trade DeskWhy are holdcos turning on The Trade Desk?‘We have a responsibility to our clients’: Publicis explains The Trade Desk pull back‘It is a paid beta test’: Has ChatGPT Ads jumped the gun?‘Still finding its feet’: Underwhelming early returns for ChatGPT Ads

The advertising industry can't decide how to best optimise the media mix for modern channels and metrics such as AI-powered search and retail media.On this episode of the Performance Marketing Unlocked podcast, Dom Coleridge, Co-founder and Commercial Director of Scale Digital, joins host Joe to argue why quality always beats quantity in the world of marketing. Across content, media, partnerships and channels, Dom believes that investing in premium solutions will always be the best way to ensure long-term, future-proofed performance.This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.~ Episode breakdown ~ (2:00) Are premium solutions worth the cost?(15:52) How much of a sticking point is trust?(27:58) PMW's Resell Me a Pen Challenge~ Further reading ~ Airbnb claims AI search has higher conversion than Google – but does adland agree?‘We are still only at the tip of the AI iceberg’: Adland’s 2026 predictionsIPA Bellwether: ‘Much of today’s AI investment is being wasted’

The click era is over, prompts will soon equal profit, and creative is now a pivotal part of performance. These are just a snapshot of the takeaways from Performance Marketing World Unlocked 2026. One this episode of the Performance Marketing Unlocked podcast, PMW's editorial team is in the studio to talk all things PMW Unlocked 2026. With the annual confex now in the rear view, the trio discuss the biggest talking points, lessons learned, surprises and highlights from across two packed out days at London's Business Design Centre. This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.~ Episode breakdown ~ (3:54) Which sessions won the team over?(13:05) The key themes from PMW Unlocked 2026(18:11) What were the biggest surprises from the event?~ Further reading ~ A visitor’s guide to PMW Unlocked 2026: From Candy Kittens to the confessional boothEverything advertisers are ignoring (but shouldn't be) in 2026Jamie Laing, Grace Miller and Jon Evans to speak at PMW Unlocked 2026