The MadTech Podcast

In this special episode of The MadTech Podcast, Bill Fisher, principal analyst at EMARKETER, joins ExchangeWire COO Lindsay Rowntree to discuss AI, data, and creativity in advertising.

Advertising is becoming more intelligent, but is it becoming more effective? Building on Bill's ATS London panel on trust, standards, and regulation, the conversation explores what mistakes advertisers are making amidst a sea of data and metrics, the challenges of measuring effectiveness, and where the greatest opportunities for efficiency lie.

It also looks at the industry’s appetite for the ‘shiny new thing’. As AI adoption accelerates, the risks of over-optimisation, homogenisation and loss of differentiation are growing, while regulation struggles to keep pace. Where is the advertising landscape heading, and how might it evolve over 2027?

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0:00 Introduction
1:22 Advertising measurement vs. effectiveness
6:04 UK ad spending benchmarks
9:29 The rise of MMM and AI
14:30 How is AI being used in businesses?
19:38 AI in creative, news, and media
26:56 Industry compliance and regulation
30:39 Future of the advertising landscape

What was Google's Q3 search ad revenue growth? Which TV/streaming company did Disney partner with in 2025? How much is DoorDash acquiring Instacart for?

In this 7th quiz edition of The MadTech Podcast, ExchangeWire CEO Rachel Smith goes up against the reigning champion: John Still, head of content. Grainne Reid, head of marketing, puts them to the test on Google's search ad revenue, Disney+ partnerships, and DoorDash's acquisition of Instacart.

The first story this week looks at clients moving budgets away from Google as AI Mode impacts search. The conversation explores if greater scrutiny on Google is a positive for the industry, and which channels would benefit the most from this shift. The second covers Channel 4's imminent launch on Disney+, and how advertisers should be adapting reach, targeting, and measurement as traditional broadcasters and global streaming platforms converge.

Finally, DoorDash is acquiring Instacart and expanding into retail. Will this deal help DoorDash to take on the likes of Amazon, and will we start to see global competitors to Asia's super apps?

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0:00 Introduction
1:07 What was Google’s search ad revenue growth in Q3?
2:05 Google faces greater scrutiny from clients
9:20 Which TV company did Disney partner with in 2025?
9:56 Channel 4 to launch on Disney+
16:23 Measurement across broadcasting & streaming
21:14 How much is DoorDash acquiring Instacart for?
22:09 DoorDash expands into retail
28:37 Live & shoppable commerce in Asia
30:47 Tiebreaker: Amazon's Q3 advertising revenue