Resources and Insights

AI is arguably the most overhyped technology in the world today, and paradoxically, one of the most underutilized. For CMOs seeking to understand what AI can truly offer their teams, this tension lies at the heart of the challenge. There’s no shortage of commentary, opinion, and speculative thinking. What remains elusive for many is practical guidance on how to move beyond AI discussion to execution.

For years, marketing leaders have fought a frustrating battle in the boardroom: justifying their budgets and proving the value of their work in ways that resonate with finance and the C-suite. Too often, the conversation has been reduced to a single metric: cost efficiency. Did you buy media cheaper than the other guy? Did the last click tie directly to a sale?

CES 2026 revealed how AI is reshaping connected commerce and accelerating the breakdown of channel-first thinking.

Retail media is the digital planogram, shaping visibility and influencing purchase decisions across the connected shopper journey.

Goodpath cuts programmatic waste—saving up to 40% on CPMs, reducing fees, and driving more dollars into working media that reach real people.

G-Comm partnered with Path to Purchase Institute to conduct comprehensive research on retail media investment trends, challenges, and opportunities to better understand how brands, retailers, and agencies navigate this dynamic space.

As the year draws to a close, healthcare organizations have a prime opportunity to connect with patients and the broader community. Open Enrollment and the New Year wellness season present unique moments to implement strategic marketing initiatives that attract new patients, retain existing ones and enhance your organization’s brand visibility.

A senior retail agency executive made waves by suggesting that brands should focus on the top handful of retail media networks (RMNs), arguing that the proliferation of networks has made working with more than a select few impractical.

Retail media has become a powerful solution for brands seeking precise measurement and attribution. As third-party identifiers – the traditional foundation of digital media measurement – continue to fade due to privacy concerns and potential cookie deprecation, retail media networks offer something invaluable: a closed-loop measurement capability that gives brands unprecedented visibility into their media's performance.

The B2B SaaS market is saturated and competitive. Having a strong go-to-market (GTM) strategy is critical for hitting organizational goals and surviving uncertain economic climates.

As we approach the holiday season, digital marketers find themselves at the exciting intersection of technological innovation, evolving consumer behaviors and economic considerations.

In the rapidly changing healthcare landscape, performance marketing often emphasizes immediate demand conversions, but neglecting brand equity can be harmful.