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 predictions

IPA Bellwether: ‘Much of today’s AI investment is being wasted’

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