Performance Marketing Unlocked

The AI arms race is here and big tech platforms such as Meta are prepared to invest billions of dollars into the personnel engineering the technology.

On this episode of the Performance Marketing Unlocked podcast, host Joe is joined by PMW's Editor Robin Langford and News Reporter Reem Makari to discuss Alphabet, Meta, Microsoft, Apple and Amazon releasing their Q2 2025 earnings reports.

In terms of each platforms respective investment plans, one thing is clear, AI is the future – and with all the money being put towards it, an automated future might be upon us sooner than we think.

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

~ Episode breakdown ~

Which big tech platform had the best Q2? (1:06)

What drove growth in Q2? (15:06)

PMW's Resell Me a Pen Challenge (24:43)

~ Further reading ~

Big tech Q2 earnings: Amazon, Alphabet, Netflix, Meta, Apple, and Microsoft

Platform watch: Reddit introduces automated bidding as X incentivises ‘beautiful ads’

Meta to stop all political ads in the EU

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Is Amazon the sleeping giant of the advertising world? Surely that's impossible... right?

On this episode of the Performance Marketing Unlocked podcast, PMW's editorial team bands together to analyse some of the biggest news from the past fortnight, namely Amazon's sudden departure from Google Shopping ads and the latest respective AA/WARC and IPA Bellwether reports for the opening of 2025.

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

~ Episode breakdown ~

Why did Amazon disappear from Google Shopping ads? (1:16)

What do the latest AA/WARC and IPA Bellwether figures mean for adland? (12:51)

Is retail media part of search? (24:21)

~ Further reading ~

Amazon disappears from Google Shopping ads

Strategy shift or test?: Marketers react to Amazon's shock Google Ads exit

‘Reacting fast isn't the whole story’: UK ad industry on the latest AA/WARC report

AA/WARC: UK adspend increases 8% to open 2025

IPA Bellwether: Increase in 'short-term' marketing budgets reverses decline

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Return on adspend (ROAS) has long been touted as the holy grail of metrics for advertising campaigns, but is it still a true barometer for a brand's success?

Jake Higgins, Partner at MNC, joins host Joe to dissect his latest essay 'The ROAS Illusion'. Together, they discuss why ROAS is no longer representative of the full story and in some cases, high ROAS campaigns are actually hindering brands' incremental growth.

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

~ Episode breakdown ~

What is the ROAS illusion? (1:03)

How should brands approach their media planning in light of this issue? (15:45)

PMW's Resell Me a Pen Challenge (21:58)

~ Further reading ~

Platform watch: YouTube and Meta crackdown on unoriginal content as OpenAI integrates in-chat checkout

Meta unveils a host of new tools to help partners leverage its AI ads system

WhatsApp monetisation is overdue, but will users tolerate it?

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Attention has quickly gone from an immeasurable advertising pipe-dream to a leading metric compatible with emerging channels such as connected TV, digital out-of-home, and most recently, retail media.

On this episode of the Performance Marketing Unlocked podcast, Mike Follett, CEO and co-founder of Lumen Research (16:38), reveals how his company became an "overnight success", moving from a problem-identifier to a problem-solver for brands, advertisers and agencies alike.

Preceding that discussion, is a catch-up with PMW's intrepid News Reporter Reem Makari (1:21), who joins host Joe to talk Mad//FEST London, Prime Day 2025, and review a turbulent H1 ahead of a potentially even more turbulent H2.

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

~ Episode breakdown ~

A review of H1 and a look ahead to H2 (1:21)

Marrying attention and retail media (16:38)

What is the true value of attention? (35:58)

PMW's Resell Me a Pen Challenge (45:20)

~ Further reading ~

Co-op plugs in-store attention data into major agency planning tools

Social media is becoming a vanity metric

Mike Follett

AI’s ‘Sputnik moment’: What the arrival of DeepSeek means for marketers

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Marketing can be a polarising resource among the C-suite and with budgets dwindling, it appears that more often than not, CEOs are convinced the practice is a cost centre rather than an investment opportunity.

On this episode of the Performance Marketing Unlocked podcast, Kathryn Rathje, Partner at McKinsey (17:18), reveals that the general quality of CMO and CEO relationships is worsening, according to research from McKinsey. While CMOs are somewhat to blame, it isn't all their fault and Kathryn dives into the factors exacerbating this issue. Fortunately however, she also reveals a roadmap for how CMOs can win over CEOs are begin to earn the C-suite's trust, even in trying times.

Also on this episode, PMW's Editor Robin Langford (1:51) joins host Joe to recap Cannes Lions 2025, detailings the week's highs and lows.

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

~ Episode breakdown ~

Recapping Cannes Lions 2025 (1:51)

Why don't CEOs trust CMOs? (17:18)

How can CMOs future-proof themselves? (32:52)

PMW's Resell Me a Pen Challenge (38:37)

~ Further reading ~

A tough economy means it’s time to rationalise the marketing suite

Marketers might be over last click attribution – but what if your CFO isn’t?

The real growth strategy for CMOs: Connecting brand and performance marketing

ROI Romance: why it’s time for CMOs and CFOs to rekindle their relationship

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Expectations often run high for marketers at Cannes Lions, with big budget dealmaking top of mind. But what really drives success at the Festival of Creativity?

On this Cannes Lions special edition of the Performance Marketing Unlocked podcast, PMW's Editor Robin Langford (2:28) joins host Joe to analyse the hottest talking points from the week. The pair make reference to conversations they've had along the Croisette with many of the industy's best and brightest, such as Spotify's Head of Global Advertising Sales & Partnerships Brian Burner, Alice Beecroft, Senior Director of Global Strategy and Partnerships at Yahoo, Unilever's Global Marketing Director Mario Draghi, Kate Bird, EMEA Senior Marketing Director at Snap, and many more – including some returning guests.

Also included are several snippets recorded directly from the PMW team's conversations with industry experts – look forward to those interwoven throughout the episode!

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

~ Episode breakdown ~

Cannesdemonium with Robin and Joe! (2:28)

Spotify's Brian Berner talks industry growth and innovation (26:43)

The Trade Desk's Phil Duffield reflects on his 11th Cannes Lions (35:05)

Yahoo's Alice Beecroft reveals the recipe for success along the Croisette (43:42)

~ Further reading ~

When will we stop talking about AI?

Cannes Lions Live Day 3: Creativity is back on the menu

Cannes Lions 2025: Havas and TikTok double down on AI while Dentsu rolls out new offerings

What is most interesting about Cannes Lions 2025?

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How did programmatic go from misunderstood tech jargon to a foundational piece of modern media strategy, and why are younger marketers so drawn to it?

In this Digital Disruptors episode, PMW News Reporter Reem Makari speaks with Babajide Sotande-Peters, Senior Manager of Global Programmatic & Innovation at a team x Omnicom, Milica Lukic, Account Director at Adform, and Sophie Marsh-Baldry, Senior Programmatic Account Manager at Azerion. Together, they share how they each found their way into the programmatic space and why they’ve stayed.

The trio discuss why programmatic is often seen as the perfect entry point for digital-native gen Z and millennial marketers, thanks to its data-driven nature, channel diversity, and demand for analytical thinking. But it’s not just a young person’s game, they also reflect on the importance of having mixed-experience teams to drive innovation, context, and creativity.

New episodes of the mini series will continue to come out fortnightly alongside the main show, Performance Marketing Unlocked. Click this link to view the winners from this year’s 30 under 30 awards.

~ Episode breakdown ~

(0:00 - 4:23): Introduction to programmatic advertising and personal journey

(4:23 - 9:59): Programmatic as an entry point and generational differences

(9:59 - 16:33): Collaboration between generations and client openness to innovation

(16:33 - 27:11): Programmatic in wider marketing strategy and traditional media

(27:11 - 41:20): Risks, AI, and myth vs. fact in programmatic

~ Further reading ~

Spotify opens programmatic marketplace to advertisers with launch of new solution

Netflix expands programmatic offering to EMEA with Google DV360 and The Trade Desk partnerships

Big tech under fire after report finds programmatic ads running alongside CSAM sites

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Is social media a safe space for brands? Despite some recent news coverage, the data suggests that it may well be – especially if you invest in the right platform.

On this episode of the Performance Marketing Unlocked podcast, Steve Riad, VP of Global Mid-Market and SMB sales at Reddit (16:19), outlines how the news aggregation and social forum platform has managed to remain a useful resource for advertisers for over two decades, and why now is the best time to get in on the action.

Also, PMW's Editor Robin Langford (1:25) joins at the beginning of the episode to discuss what makes the perfect performance marketer, and how to best convey this to make the famous PMW 100 Powerlist.

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

~ Episode breakdown ~

The perfect performance marketer (1:25)

Is social media a safe space for advertisers? (16:19)

The future of Reddit's ads business (35:28)

PMW's Resell Me a Pen Challenge (40:34)

~ Further reading ~

Reddit enhances Ads Manager to give smaller businesses a boost

Social media is becoming a vanity metric

Reddit launches own version of AI Overviews using discussions on its platform

PMW 100 Powerlist 2025

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How has growing up online shaped the next generation of marketers—and how are they rewriting the rules of social media and influencer strategy?

In this episode, PMW News Reporter Reem Makari speaks with Olivia Tutton, Senior Campaign Director at The Goat Agency, and Sophie Somers, Director of Paid Social at Journey Further. The duo discuss how their digital upbringing gives them a distinct edge in navigating shifting platforms, cultural trends, and influencer dynamics.

From TikTok uncertainty and the resurgence of platforms like Facebook and Snapchat, to the rise of influencer-led communities and the power of micro-creators, the conversation dives into how younger marketers balance authenticity, agility, and brand alignment. Olivia and Sophie also reflect on the generational divide in leadership opportunities, misconceptions among older marketers, and the risk of siloing social talent too early in their careers.

Plus, the pair break down some of the most common myths about followers, virality, and influencer impact—offering practical advice for brands that want to stay ahead of the curve in an industry where trust, relevance, and adaptability reign supreme.

~ Episode breakdown ~

(0:00 – 1:47) Introduction to the episode and generational differences in social media adaptation.

(1:47 – 6:50) The dynamic landscape of social media platforms and the resurgence of older ones. 

(6:50 – 19:55) The evolving role of influencers and common marketing misconceptions. 

(19:55 – end) Navigating social media trends, career progression, and a 'myth or fact' game.

~ Further reading ~

Majority of performance marketers see diminishing returns on social media adspend

Why brands must stay agile as social media rapidly evolves

Navigating social media in the era of 'free speech'

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With some marketers pressing pause on their plans to move beyond third-party cookies, others are ramping up plans for a cookieless, ID-less and perhaps Google-less future.

On this episode of the Performance Marketing Unlocked podcast, we scale the walled gardens and look at emerging advertising channels operating beyond the web. PMW's Premium Content Editor Jyoti Rambhai (2:40), joins host Joe at the top of the pod to discuss the state of CTV, before Jess McGrogan, GM of Business Development for Brand at The Trade Desk (19:13), delivers insight into why brands and advertisers slowing down first-party data investment could be making huge a mistake.

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

~ Episode breakdown ~

The future of streaming, CTV and linear broadcasters (2:40)

Talking the open internet and a cookieless world (19:13)

How advertisers can win through CTV (35:28)

PMW's Resell Me a Pen Challenge (41:28)

~ 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 Trade Desk to introduce Sincera’s data to entire ad industry

3 tough questions on... CTV

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