{"id":125943,"date":"2025-04-30T10:05:05","date_gmt":"2025-04-30T15:05:05","guid":{"rendered":"https:\/\/www.dacgroup.com\/?page_id=125943"},"modified":"2026-01-13T13:24:36","modified_gmt":"2026-01-13T18:24:36","slug":"hub","status":"publish","type":"page","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/hub\/","title":{"rendered":"Insights hub"},"content":{"rendered":"\n<style>\n    :root {\n        \n                    --regular-image-url: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Insights-header-hero.png');\n        \n            }\n<\/style>\n\n\n<header data-role=\"blog-hero-block\">\n    <div class=\"blog-hero-breadcrumb container max-1448\">\n        <a href=\"https:\/\/www.dacgroup.com\/en-gb\/\">DAC<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/\">Insights<\/a>    <\/div>\n    <div class=\"text-content\">\n\n            <h1 class=\"title\">\n            Strategic Marketing Insights        <\/h1>\n        \n                    <div class=\"description-container\">\n                <p class=\"description\">\n                    Your guide to navigating full-funnel marketing with forward-thinking insights and strategies from our experts.                <\/p>\n            <\/div>\n        \n    <\/div>\n<\/header>\n\n\n\n<script>\n    window.see_all_label = 'SEE ALL';\n    window.and = (...args) => {\n        return args.every(Boolean)\n    };\n\n    window.or = (...args) => {\n        return args.some(Boolean)\n    };\n\n    window.isGreaterThan = ( a,b) => a > b;\n    window.encodedPosts = [{\"id\":161853,\"title\":\"What SEJ Is Hearing from Search Marketers Right Now\",\"type\":\"podcasts\",\"type_label\":\"Podcast\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/podcasts\/what-sej-is-hearing-from-search-marketers-right-now\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\",\"event_date\":\"\",\"publish_date\":\"May 11, 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/ShiftHappens-Episode12-BlogImage2-1.jpg\",\"post\":{\"ID\":161853,\"post_author\":\"13\",\"post_date\":\"2026-05-11 11:00:18\",\"post_date_gmt\":\"2026-05-11 16:00:18\",\"post_title\":\"What SEJ Is Hearing from Search Marketers Right Now\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"what-sej-is-hearing-from-search-marketers-right-now\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-05-11 11:25:09\",\"post_modified_gmt\":\"2026-05-11 16:25:09\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/?post_type=podcasts\\u0026#038;p=161853\",\"menu_order\":0,\"post_type\":\"podcasts\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":158935,\"title\":\"DAC at Shoptalk Europe 2026\",\"type\":\"events\",\"type_label\":\"Event\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/dac-at-shoptalk-europe-2026\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003Cp data-start=\\u0022398\\u0022 data-end=\\u0022520\\u0022\\u003EDAC will be attending \\u003Cstrong data-start=\\u0022420\\u0022 data-end=\\u0022444\\u0022\\u003EShoptalk Europe 2026\\u003C\/strong\\u003E, taking place from \\u003Cstrong data-start=\\u0022464\\u0022 data-end=\\u0022519\\u0022\\u003E9\\u201311 June 2026 at Fira Gran Via in Barcelona, Spain\\u003C\/strong\\u003E.\\u003C\/p\\u003E\\u003Cp data-start=\\u0022522\\u0022 data-end=\\u0022923\\u0022\\u003EShoptalk Europe is one of the retail industry\\u2019s leading events, bringing together senior leaders from established retailers, digital-first brands, marketplaces, technology providers and marketing specialists to explore the trends redefining commerce. From retail media and AI to data strategy, unified commerce and customer experience, the agenda focuses on practical innovation and measurable growth.\\u003C\/p\\u003E\\u003Cp data-start=\\u0022925\\u0022 data-end=\\u00221115\\u0022\\u003EAcross three days of keynote sessions, panel discussions and curated meetings, the event creates space for strategic dialogue and meaningful connections within the European retail ecosystem.\\u003C\/p\\u003E\\u003Cp data-start=\\u00221117\\u0022 data-end=\\u00221268\\u0022\\u003EAs a full-funnel media and location strategy partner to retail and multi-location brands, DAC is looking forward to contributing to discussions around:\\u003C\/p\\u003E\\u003Cul\\u003E\\u003Cli data-start=\\u00221272\\u0022 data-end=\\u00221330\\u0022\\u003EThe evolution of retail media and omnichannel activation\\u003C\/li\\u003E\\u003Cli data-start=\\u00221333\\u0022 data-end=\\u00221395\\u0022\\u003EAdvanced measurement frameworks in a post-cookie environment\\u003C\/li\\u003E\\u003Cli data-start=\\u00221398\\u0022 data-end=\\u00221468\\u0022\\u003EDriving discoverability and footfall through local presence strategy\\u003C\/li\\u003E\\u003Cli data-start=\\u00221471\\u0022 data-end=\\u00221528\\u0022\\u003ELeveraging data to optimise performance across channels\\u003C\/li\\u003E\\u003Cli data-start=\\u00221531\\u0022 data-end=\\u00221589\\u0022\\u003EScalable growth strategies for UK and European retailers\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cp data-start=\\u00221591\\u0022 data-end=\\u00221637\\u0022\\u003EOur team will be on site and ready to connect.\\u003C\/p\\u003E\\u003Cp data-start=\\u00221639\\u0022 data-end=\\u00221785\\u0022\\u003EIf you\\u2019re attending Shoptalk Europe 2026, we\\u2019d welcome the opportunity to meet in Barcelona and explore how DAC can support your growth ambitions.\\u003C\/p\\u003E\\u003Cp data-start=\\u00221639\\u0022 data-end=\\u00221785\\u0022\\u003E\\u003Ca href=\\u0022https:\/\/europe.shoptalk.com\/agendas\/2026-agenda\\u0022\\u003ELearn more about the event here\\u003C\/a\\u003E\\u003C\/p\\u003E\",\"event_date\":\"June 09, 2026\",\"publish_date\":\"February 26, 2026\",\"banner_content\":\"\",\"cta_label\":\"LEARN MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Shoptalk-Event-image-for-the-website-1.png\",\"post\":{\"ID\":158935,\"post_author\":\"4\",\"post_date\":\"2026-02-26 06:14:35\",\"post_date_gmt\":\"2026-02-26 11:14:35\",\"post_title\":\"DAC at Shoptalk Europe 2026\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"dac-at-shoptalk-europe-2026\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-02-26 06:14:38\",\"post_modified_gmt\":\"2026-02-26 11:14:38\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/?post_type=events\\u0026#038;p=158935\",\"menu_order\":0,\"post_type\":\"events\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":161598,\"title\":\"The YouTube Content Shift Brands Can\\u2019t Ignore\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/youtube-content-shift-brands-cant-ignore\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Paid media\",\"url\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EIn Short\\u003C\/strong\\u003E: \\u003Cstrong\\u003EWhy are how-to videos no longer enough for brands on YouTube?\\u003C\/strong\\u003E\\u003Cbr\\u003EThey still help brands capture search demand, but the biggest growth opportunity now comes from content that keeps people watching. That means stronger hooks, better pacing, clearer payoff moments, and educational formats built for discovery, retention, and recommendation.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cem\\u003EKeep reading to learn how brands can turn YouTube content into a more engaging, scalable growth channel.\\u003C\/em\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cem\\u003E____________________________________________________________________________________________\\u003C\/em\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEdutainment is becoming YouTube\\u2019s biggest growth opportunity. \\u201cHow-to\\u201d content still works. It just is not where the biggest upside lives anymore.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor years, YouTube strategy was straightforward: find a question people are searching for, answer it clearly, optimise the metadata, and let search do the rest. That model still has value. But it is no longer enough on its own, especially in crowded categories where dozens \\u2014 or hundreds \\u2014 of videos are already competing to answer the same question.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EToday, the brands breaking through are not always the ones with the most complete answer. More often, they are the ones that make learning watchable.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EA few signals help explain why this shift matters. YouTube Shorts now averages \\u003Ca href=\\u0022https:\/\/economictimes.indiatimes.com\/tech\/technology\/youtube-shorts-has-hit-200-billion-daily-views-ceo-neal-mohan\/articleshow\/121968947.cms\\u0022\\u003E\\u003Cstrong\\u003E200 billion daily views\\u003C\/strong\\u003E\\u003C\/a\\u003E, according to reporting on Neal Mohan\\u2019s Cannes Lions keynote. HubSpot reports that \\u003Ca href=\\u0022https:\/\/blog.hubspot.com\/marketing\/video-marketing-statistics?utm_source=chatgpt.com\\u0022\\u003E\\u003Cstrong\\u003E89% of businesses use video marketing\\u003C\/strong\\u003E\\u003C\/a\\u003E. And YouTube\\u2019s own analytics framework explicitly breaks discovery into multiple surfaces, including Search, Browse, Suggested, playlists, channels, and external sources. In other words, the platform is bigger than search, competition is heavier, and format matters more than ever.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EThe problem: The old playbook is getting crowded\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe problem is not that educational content stopped working. The problem is that \\u003Cstrong\\u003Ebasic educational content became easy to replicate\\u003C\/strong\\u003E.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMost industries now have years of \\u201chow to,\\u201d \\u201cwhat is,\\u201d and \\u201ctop five tips\\u201d videos sitting on YouTube. That has created a sea of content with predictable hooks, familiar formats, and nearly interchangeable answers. There is nothing wrong with those formats in isolation. But when dozens of channels in your category all answer the same question in the same way, distinctiveness disappears.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAnd at the same time, video has become mainstream across marketing. The volume of content competing for the same searches has never been higher. Producing another technically correct tutorial is no longer a differentiator. It is the baseline.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThat matters because YouTube does not simply reward the most technically correct video. It rewards the videos people choose to watch \\u2014 and keep watching. A video that earns the click and holds attention through to the end sends fundamentally different signals to the platform than one that gets found but abandoned after 45 seconds.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe gap between those two outcomes is exactly where brands are either winning or leaving growth unrealised.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EOld model:\\u003C\/strong\\u003E\\u003Cbr\\u003ESearch a question \\u2192 Watch tutorial \\u2192 Done\\u003Cbr\\u003EOptimised for: relevance only\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ENew opportunity:\\u003C\/strong\\u003E\\u003Cbr\\u003EClick-worthy packaging + stronger retention + recommendation growth\\u003Cbr\\u003EOptimised for: how YouTube actually distributes content\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EYouTube goes beyond search\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EA lot of brands still treat YouTube like Google with thumbnails. That is one of the biggest strategic mistakes they can make, and it quietly caps the ceiling on everything they publish.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ESearch still matters. It is still one of the clearest ways to capture intent. But YouTube itself makes clear that traffic can come from multiple surfaces, and the Reach tab is specifically built to help creators understand how viewers find content through impressions, CTR, and traffic sources. Search and discovery guidance also makes clear that YouTube matches viewers to videos they are likely to watch and enjoy, rather than rewarding one format by default.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThose surfaces behave differently and reward different qualities in a video:\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:161603,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/image-7.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-161603\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cem\\u003ESources: YouTubeHelp; Search Engine Journal\\u003C\/em\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThat changes the game entirely. Search can help a video get found. But recommendation surfaces like Browse, Suggested, and Shorts are what helps video scale.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAnd the rise of Shorts only reinforces that reality. YouTube discovery is no longer built around one behaviour or one format. Brands that plan only for search are building a single-lane strategy on a multi-lane platform, especially as \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/the-media-forward-series-video-is-the-new-search\/\\u0022\\u003Evideo is becoming a starting point for discovery\\u003C\/a\\u003E.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ERetention is the real signal\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIf you want the clearest proof that YouTube is a retention-driven platform, look at what the platform chose to build directly into YouTube Studio.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EYouTube\\u2019s \\u003Cstrong\\u003EKey Moments for Audience Retention\\u003C\/strong\\u003E report exists specifically to show which moments in a video held attention and where viewers dropped off. YouTube says this report is designed to show what is working and where content is losing viewers. Its engagement guidance also points to creators to retention as a core way to understand performance.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThat should tell brands everything they need to know.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EYouTube is not just asking, \\u201cDid someone click?\\u201d It is also asking, \\u201cDid they stay?\\u201d and \\u201cWas this satisfying enough to keep recommending?\\u201d These are qualitatively different questions than the ones that drove most YouTube strategies five years ago.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPacing, structure, payoff, and storytelling are not production niceties. They are the variables that influence the signals YouTube can actually measure and act on.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe practical takeaway is simple: \\u003Cstrong\\u003Eif your retention improves, your distribution options improve.\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThat is the direct bridge between educational content quality and platform growth. Invest in holding attention, and the algorithm works with you instead of against you.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EA simple way to think about it is:\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EHook \\u2192 Pattern Break \\u2192 Payoff\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIf a video opens with a strong hook, introduces movement or surprise, and delivers clear payoff moments, viewers have more reasons to keep moving forward.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EThe opportunity: why edutainment is winning right now\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEdutainment works because it delivers two things at once:\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EValue\\u003C\/strong\\u003E \\u2014 \\u201cThis is useful.\\u201d\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EEnjoyment\\u003C\/strong\\u003E \\u2014 \\u201cThis is engaging enough to keep watching.\\u201d\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThat second part is where a lot of brand content falls short, not because brands lack expertise, but because content is often packaged for the library shelf rather than for someone choosing what to watch next.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe strongest YouTube content today still teaches. It still informs. It still solves real problems. But it does it through better packaging: stronger hooks, more curiosity, cleaner pacing, sharper examples, more tension, and more payoff. The content is still fundamentally educational \\u2014 it has just been built to keep people moving forward instead of giving them a reason to click away.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis is why the most effective formats right now look less like lectures and more like stories with a clear point. They feel easier to watch, and content that feels easier to watch tends to travel farther across Browse, Suggested, and Shorts.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThese formats are not fluff. They are educational approaches with more built-in momentum.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EHigher-opportunity edutainment formats\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:161738,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/image-18.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-161738\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EThe method: a repeatable system for finding winning formats\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis is the part most teams skip.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThey jump straight to idea generation instead of building a process for deciding which topics and formats are actually worth producing. A content brainstorming session without a system behind it produces one-off wins and inconsistent results. A system produces a library that compounds over time.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe framework below is built around one critical insight: on YouTube, \\u003Cstrong\\u003Eformat often explains performance better than topic alone\\u003C\/strong\\u003E. Most brands over-organise their content by subject matter and under-analyse the structural patterns that made their best videos work. That is why a strong \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/services\/strategy\/content-strategy\/\\u0022\\u003Econtent strategy\\u003C\/a\\u003E should look beyond topics alone and analyse formats, retention patterns, demand, and distribution potential.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe goal of this system is to close that gap so every new video is built on evidence, not intuition.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E1. Export your content library\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPull titles, publication dates, views, format type and length for your own channel and three to five relevant competitors.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E2. Tag videos by format\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUse categories such as:\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EHow-to\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EExplainer\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EMyth-bust\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EMistakes\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EComparison\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ETeardown \/ Reaction\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EExpert commentary\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFormat often explains performance better than topic.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E3. Identify format winners\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECompare performance against each channel\\u2019s own baseline, not just raw views. Look at:\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ECTR\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Eretention patterns\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Etraffic mix\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Erelative performance versus channel norms\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E4. Validate demand\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EConfirm real search demand exists and that your phrasing matches how people actually talk about the topic.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis matters across the UK, the US, Canada and Europe. The method stays the same, but the wording and demand should still be checked by market.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E5. Prioritise with an Opportunity Score\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUse a simple scoring model:\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EOpportunity Score = Demand \\u00d7 Low Competition \\u00d7 Format Suitability \\u00d7 Shorts Potential\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis does not need to be complicated. It is just a practical way to filter what is actually worth building.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E6. Build pillar videos first\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMake one strong long-form asset the centre of the strategy. Everything else extends from this anchor.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThat means:\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ea clear opening hook\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Euseful chapters\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Evisible payoff moments\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ea structure designed for retention, not just completeness\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E7. Cut Shorts from peak moments\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUse the strongest reveals, reactions, and takeaways from the pillar video to create short-form extensions that feed discovery.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis aligns with YouTube\\u2019s own guidance on transitioning long-form content into Shorts by identifying key moments, extracting strong hooks, and using Shorts to extend reach.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EAction plan: what to do next week\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIf you want to apply this without overcomplicating it, start with a focused audit rather than a full strategy overhaul.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe goal is not to rebuild everything at once. It is to find one or two format-driven opportunities quickly and use them to demonstrate what retention-led content can actually do for your channel\\u2019s distribution.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThese seven actions are designed to be completed in roughly five to seven working days by a small team.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:161745,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/image-19.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-161745\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat this gives you\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis gives you a real system, not just a one-off content brainstorming session.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWithin 30 days, you will have:\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ebaseline data on retention curves\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ea better view of traffic source mix\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Eyour first two pillar videos\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ea small Shorts library to test against current benchmarks\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe 30-day tracking window is not arbitrary. It is long enough for newly published videos to accumulate meaningful retention data and show early Browse and Suggested signals, but short enough to give you a fast feedback loop before committing to a full quarterly strategy.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe goal is not perfection on the first try.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe goal is a system that gets smarter with every video you publish.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EThe shift is already happening\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe biggest YouTube opportunity for brands right now is not simply making more educational content.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIt is making educational content that actually earns attention.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe brands that understand this early will build libraries that are not just searchable, but watchable, recommendable, and far easier to scale.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe platform has evolved. Discovery is no longer a single lane. Retention is no longer a soft metric. Format is no longer an afterthought. And the brands that treat YouTube like a pure search play are leaving a significant share of their potential audience \\u2014 and their potential reach \\u2014 on the table every single week they publish.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe shift from plain how-to to edutainment is not about making content flashier or less substantive. It is about making content that respects the audience\\u2019s attention and is intentionally built to keep people moving forward.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe information is still there. The expertise is still real. But the packaging earns the watch, the watch earns the recommendation, and the recommendation is what compounds a YouTube library into a genuine brand asset.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EThe four key takeaways\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EBe searchable\\u003C\/strong\\u003E\\u003Cbr\\u003EAnswer real questions with real demand. Search is the foundation, not the ceiling.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EHold attention\\u003C\/strong\\u003E\\u003Cbr\\u003EBuild for retention from the first frame. Hook, tension, pay-off \\u2014 every time.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EEarn recommendations\\u003C\/strong\\u003E\\u003Cbr\\u003EEarn Browse and Suggested distribution by making content worth watching to the end \\u2014 and worth watching again.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EScale with a system\\u003C\/strong\\u003E\\u003Cbr\\u003EBuild a system, not just a schedule. Pillar videos plus Shorts create a compounding library.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ESimple workflow\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EAudit \\u2192 Classify formats \\u2192 Gap analysis \\u2192 Opportunity Score \\u2192 Pillar video \\u2192 Shorts \\u2192 Measure\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn a crowded YouTube landscape, that kind of clarity matters because winning is no longer just about answering the question well.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIt is about answering it in a way people want to keep watching.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"May 06, 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg\",\"post\":{\"ID\":161598,\"post_author\":\"6\",\"post_date\":\"2026-05-06 15:13:01\",\"post_date_gmt\":\"2026-05-06 20:13:01\",\"post_title\":\"The YouTube Content Shift Brands Can\\u2019t Ignore\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"youtube-content-shift-brands-cant-ignore\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-05-06 16:27:47\",\"post_modified_gmt\":\"2026-05-06 21:27:47\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/none\/\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":161258,\"title\":\"Agentic AI is coming for search. Paid media is next.\\u00a0\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/agentic-ai-is-coming-for-search-paid-media-is-next\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Paid media\",\"url\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThere\\u2019s something happening in search that feels familiar. Like the early days of mobile, or when social platforms became discovery engines, we\\u2019re watching a shift in how people find and interact with brands. But this time, the disruption runs deeper. It\\u2019s not just where people search that\\u2019s changing, but whether they search at all. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAgentic AI represents the next phase of AI-driven discovery. It builds on AI Overviews and LLM-powered search experiences but goes further by collapsing the distance between intent and action. While much of the industry is focused on what this means for SEO, paid media is facing an equally significant transformation. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis post explores what happens when the user journey compresses, what it means for paid media performance, and how marketers should adapt. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EKey takeaways\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EAgentic AI is collapsing the user journey by moving from decision support to action. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EPaid media will shift from driving clicks to influencing outcomes before and during AI decisions. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EAd inventory will consolidate into high-attention platforms and AI-native environments. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EMeasurement will become less transparent, requiring a shift beyond ROAS to value-based KPIs. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EFirst-party data, content, and product feeds will determine visibility and selection in AI systems. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat does a collapsed user journey actually look like?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor decades, search followed a predictable pattern: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EHuman searches \\u2192 Human clicks \\u2192 Arrives on website \\u2192 Human converts\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EToday, that journey is already evolving into a hybrid model: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EHuman has intent \\u2192 AI helps clarify that intent \\u2192 AI helps inform a decision \\u2192 Human clicks \\u2192 Arrives on website \\u2192 Human converts\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWhat comes next removes the click entirely: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EHuman has intent \\u2192 AI helps clarify that intent \\u2192 AI helps inform a decision \\u2192 AI completes the action (no click required)\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAgentic AI doesn\\u2019t just assist. It acts. That means booking, buying and completing tasks without ever sending users to a brand\\u2019s website. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor brands investing in \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/services\/search-optimisation\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003ESEO\\u003C\/a\\u003E and \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/services\/strategy\/content-strategy\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Econtent strategy\\u003C\/a\\u003E, this has already shifted the goal from ranking to being selected. For paid media, it challenges the mechanics of how we drive performance in the first place. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWill paid media disappear or evolve?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPaid media isn\\u2019t going away, but it will look very different. The current model depends on a fragmented, multi-touch journey. Ads intercept attention across platforms and moments. As AI compresses that journey, there are fewer opportunities to interrupt. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EInstead, paid media will concentrate in two key moments: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EBefore intent exists, where brands shape awareness and preference \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EInside the decision itself, where AI systems determine outcomes \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis is why DAC\\u2019s \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/services\/paid-media\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Emedia planning and buying approach\\u003C\/a\\u003E increasingly integrates AI testing and optimisation into every stage of the funnel. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EHow will ad inventory change in an AI-first landscape?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAd inventory won\\u2019t disappear, but it will consolidate. As browsing declines, so do impressions and clicks. Lower-intent placements will struggle to deliver value, while high-attention environments become more competitive. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWe expect three major shifts: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EPremium platforms gain share:\\u003C\/strong\\u003E Logged-in ecosystems like Meta, TikTok and YouTube offer deterministic data \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EAI interfaces become inventory:\\u003C\/strong\\u003E Conversational environments introduce sponsored recommendations \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EPricing models evolve:\\u003C\/strong\\u003E Metrics like CPC may shift towards cost per action or AI-driven conversion \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor marketers, this reinforces the importance of diversified investment across channels, something we address in our paid media services and cross-channel strategy work. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhy will measurement become more complex?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMeasurement doesn\\u2019t disappear, but it becomes harder to interpret. When AI intermediates the journey, influence happens in environments that brands can\\u2019t fully track. That creates attribution gaps. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe issue isn\\u2019t declining performance. AI will likely improve efficiency by delivering more qualified users. The challenge is understanding what drove those outcomes. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMarketers will need to rebalance KPIs, focusing more on: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EConversion rate and outcome quality \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ECustomer lifetime value \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EIncrementality and testing frameworks \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis is where our \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/services\/analytics\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Eanalytics and measurement solutions\\u003C\/a\\u003E help unify fragmented signals into clearer performance insights. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat replaces traditional retargeting?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ERetargeting depends on visibility. If AI completes the journey without a site visit, that visibility disappears. As a result, identity-based strategies take priority. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELogged-in environments, CRM data and deterministic signals become more valuable. Retail media, first-party audiences and authenticated ecosystems offer continuity where cookies cannot. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis aligns closely with DAC\\u2019s approach to first-party data strategy and audience development, where brands build durable, privacy-forward targeting capabilities. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhere does awareness fit in an AI-driven journey?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAwareness becomes more important, not less. If AI is making decisions, it relies on signals like brand recognition, sentiment and trust. That means influencing preference earlier is critical. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ERather than shifting heavily back to offline, we expect investment to move towards: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EConnected TV and premium video \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EDirect publisher partnerships \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ECultural and contextual placements \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThese high-attention environments build the brand signals that AI systems later use in decision-making. Without them, brands risk being evaluated purely on price and availability. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EHow do influencers, UGC and video shape AI outcomes?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThese formats now serve two roles: they influence human audiences and train AI systems. LLMs ingest reviews, comments and transcripts to understand how products are described. That language directly impacts recommendations. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor brands investing in content strategy and digital experience, this creates a new opportunity. Content is no longer just about engagement \\u2014 it\\u2019s about shaping how AI understands your brand. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhy product data becomes your most important asset\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn an agentic environment, AI doesn\\u2019t browse websites. It reads structured data. For retailers, this makes product feeds and technical infrastructure mission-critical. Key priorities include: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EReal-time pricing and availability \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EDetailed product attributes \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EStrong review signals \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EStructured, machine-readable formats \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis is where DAC\\u2019s feed management and ecommerce optimisation capabilities help ensure your products are not just visible, but competitive in AI-driven environments. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat happens to paid search in AI?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPaid search doesn\\u2019t disappear \\u2014 it moves. AI interfaces will introduce ads directly into decision-making environments. These may take the form of sponsored recommendations, paid inclusions or auction-based placements. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe shift isn\\u2019t from paid to organic. It\\u2019s from ads around content to ads inside the decision. That\\u2019s why DAC continues to evolve its search marketing strategies to account for AI-native placements and emerging formats. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat marketers should do now\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe shift to agentic AI is already underway. The brands that adapt early will be better positioned to influence both human and AI-driven decisions. To stay competitive, marketers should focus on three priorities: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E1. Invest in influence before intent\\u003C\/strong\\u003E \\u003Cbr\\u003EBuild brand recognition in high-attention environments. Strong brand signals increase the likelihood of being selected by AI systems. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E2. Strengthen data and identity foundations\\u003C\/strong\\u003E \\u003Cbr\\u003EPrioritise first-party data and CRM integration. These assets will replace declining third-party signals and enable more precise activation. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E3. Optimise for AI visibility, not just clicks\\u003C\/strong\\u003E \\u003Cbr\\u003EEnsure content, product data and messaging are structured for AI interpretation. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThat\\u2019s why DAC\\u2019s media playbook continues to evolve, integrating paid media, SEO, content and data into a unified strategy built for AI-driven discovery. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAgentic AI doesn\\u2019t eliminate paid media. It redefines it. The focus shifts from buying attention to influencing outcomes. And in a world where decisions happen faster and with fewer touchpoints, being chosen is what matters most. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"April 15, 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/Agentic-AI-Impact-on-Search-and-Media-875x438-Blog1.jpg\",\"post\":{\"ID\":161258,\"post_author\":\"60\",\"post_date\":\"2026-04-15 14:28:30\",\"post_date_gmt\":\"2026-04-15 19:28:30\",\"post_title\":\"Agentic AI is coming for search. Paid media is next.\\u00a0\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"agentic-ai-is-coming-for-search-paid-media-is-next\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-04-15 14:28:39\",\"post_modified_gmt\":\"2026-04-15 19:28:39\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/none\/\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":161199,\"title\":\"SEO vs. AI Visibility Quiz: Diagnose What\\u2019s Really Holding Back Performance\\u00a0\",\"type\":\"whitepapers\",\"type_label\":\"Whitepaper\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/white-papers\/seo-vs-ai-visibility-quiz-diagnose-whats-really-holding-back-performance\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003C!-- wp:acf\/whitepapers-hero {\\u0022name\\u0022:\\u0022acf\/whitepapers-hero\\u0022,\\u0022data\\u0022:[],\\u0022mode\\u0022:\\u0022edit\\u0022} \/--\\u003E\\u003C!-- wp:acf\/whitepapers-body {\\u0022name\\u0022:\\u0022acf\/whitepapers-body\\u0022,\\u0022data\\u0022:{\\u0022info_column_display_mode\\u0022:\\u0022paragraph\\u0022,\\u0022_info_column_display_mode\\u0022:\\u0022field_wp_body_display_mode\\u0022,\\u0022info_column_column_title\\u0022:\\u0022\\u0022,\\u0022_info_column_column_title\\u0022:\\u0022field_680bdaae054ba\\u0022,\\u0022info_column_paragraph_content\\u0022:\\u0022\\\\u003cspan class=\\\\u0022TextRun SCXW250805793 BCX8\\\\u0022 lang=\\\\u0022EN-CA\\\\u0022 xml:lang=\\\\u0022EN-CA\\\\u0022 data-contrast=\\\\u0022auto\\\\u0022\\\\u003e\\\\u003cspan class=\\\\u0022NormalTextRun SCXW250805793 BCX8\\\\u0022\\\\u003eToo many teams jump straight to channels and tactics before diagnosing the real issue. This quiz helps you evaluate where performance is breaking down across the funnel so you can prioritize the \\\\u003c\/span\\\\u003e\\\\u003cspan class=\\\\u0022NormalTextRun SCXW250805793 BCX8\\\\u0022\\\\u003eactions\\\\u003c\/span\\\\u003e\\\\u003cspan class=\\\\u0022NormalTextRun SCXW250805793 BCX8\\\\u0022\\\\u003e that matters most.\\\\u003c\/span\\\\u003e\\\\u003c\/span\\\\u003e\\\\u003cspan class=\\\\u0022EOP Selected SCXW250805793 BCX8\\\\u0022 data-ccp-props=\\\\u0022{}\\\\u0022\\\\u003e \\\\u003c\/span\\\\u003e\\\\r\\\\n\\\\u003ch3\\\\u003e\\\\u003cstrong\\\\u003eWhat\\u0027s Inside-\\\\u003c\/strong\\\\u003e\\\\u003c\/h3\\\\u003e\\\\r\\\\n\\\\u003cul\\\\u003e\\\\r\\\\n \\\\t\\\\u003cli\\\\u003e\\\\u003cspan class=\\\\u0022TextRun SCXW72312864 BCX8\\\\u0022 lang=\\\\u0022EN-CA\\\\u0022 xml:lang=\\\\u0022EN-CA\\\\u0022 data-contrast=\\\\u0022auto\\\\u0022\\\\u003e\\\\u003cspan class=\\\\u0022NormalTextRun SCXW72312864 BCX8\\\\u0022\\\\u003e18-question 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Performance\\u00a0\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"seo-vs-ai-visibility-quiz-diagnose-whats-really-holding-back-performance\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-04-14 18:03:16\",\"post_modified_gmt\":\"2026-04-14 23:03:16\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/insights\/white-papers\/seo-vs-ai-visibility-quiz-diagnose-whats-really-holding-back-performance\/\",\"menu_order\":0,\"post_type\":\"whitepapers\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":158876,\"title\":\"DAC at the Richmond Retail Forum 2026\",\"type\":\"events\",\"type_label\":\"Event\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/dac-at-richmond-retail-forum-2026\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003Cp\\u003EDAC is looking forward to attending the\\u003Cstrong\\u003E Richmond Retail Forum 2026\\u003C\/strong\\u003E, taking place on\\u003Cstrong\\u003E 14 April 2026\\u003C\/strong\\u003E at\\u003Cstrong\\u003E The Belfry Hotel in Sutton Coldfield, United Kingdom.\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003Cp\\u003EThis invitation-only event brings together senior retail decision-makers and selected solution partners for a curated programme of pre-arranged meetings, insightful conference sessions, and high-quality networking. The format is designed to encourage focused, productive conversations around the opportunities and challenges shaping the UK retail sector.\\u003C\/p\\u003E\\u003Cp\\u003EFrom digital transformation and retail media to performance measurement and customer acquisition, the Forum creates space for open discussion and practical insight-sharing between peers.\\u003C\/p\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EAs a full-funnel media and location strategy partner to retail and multi-location brands,\\u003C\/strong\\u003E DAC is keen to connect with leaders looking to:\\u003C\/p\\u003E\\u003Cul\\u003E\\u003Cli\\u003EDrive measurable performance across channels\\u003C\/li\\u003E\\u003Cli\\u003EStrengthen retail media strategies\\u003C\/li\\u003E\\u003Cli\\u003EImprove marketing measurement beyond cookie dependency\\u003C\/li\\u003E\\u003Cli\\u003EIncrease discoverability and in-store traffic\\u003C\/li\\u003E\\u003Cli\\u003EBuild scalable growth strategies in the UK and beyond\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cp\\u003EOur team will be on-site and ready to connect.\\u003C\/p\\u003E\\u003Cp\\u003EIf you\\u2019re attending the Richmond Retail Forum 2026, \\u003Cstrong\\u003Ewe\\u2019d be delighted to meet and explore how DAC can support your growth plans.\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003Cp\\u003E \\u003C\/p\\u003E\\u003Cp\\u003E\\u003Ca href=\\u0022https:\/\/richmondevents.com\/forums\/details\/ret26\\u0022\\u003ELearn more about the event here\\u003C\/a\\u003E\\u003C\/p\\u003E\",\"event_date\":\"April 14, 2026\",\"publish_date\":\"February 26, 2026\",\"banner_content\":\"\",\"cta_label\":\"LEARN MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Richomond-Event-image-for-the-website.png\",\"post\":{\"ID\":158876,\"post_author\":\"4\",\"post_date\":\"2026-02-26 05:28:15\",\"post_date_gmt\":\"2026-02-26 10:28:15\",\"post_title\":\"DAC at the Richmond Retail Forum 2026\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"dac-at-richmond-retail-forum-2026\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-02-26 05:28:18\",\"post_modified_gmt\":\"2026-02-26 10:28:18\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/?post_type=events\\u0026#038;p=158876\",\"menu_order\":0,\"post_type\":\"events\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":160898,\"title\":\"How the FIFA World Cup can help brands make meaningful connections\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/how-the-fifa-world-cup-can-help-brands-make-meaningful-connections\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Paid media\",\"url\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn June, the 2026 FIFA World Cup is set to begin in North America, with Canada, Mexico and the US co-hosting the world\\u2019s most-watched sporting event. The buzz will attract spectators \\u2014 both locally and from around the world \\u2014 who are not experts or avid followers of the sport during the regular season; they simply jump on the bandwagon for entertainment and enjoyment.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis surge in interest and attention, paired with strong emotional appeal, will once again create valuable opportunities for brands to reach new customers, even if their target audiences are not full-time football fans. Although the higher costs of broadcast airtime and official placements secured by FIFA sponsors may appear prohibitive, brands should still look for ways to capitalise on the global showcase of the beautiful game.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EWhat advertising opportunities will the World Cup create?\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAmong the many out-of-home channels that gather momentum during major sporting events, transit advertising is one of the most effective ways to reach audiences \\u2014 particularly in host cities. That\\u2019s why Toronto\\u2019s TTC is actively exploring ways to unlock additional revenue by introducing new advertising formats ahead of the 2026 FIFA World Cup, with a potential rollout as early as June 2026. The timing is deliberate, allowing the transit system to benefit from increased ridership and heightened advertiser demand expected during the tournament.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOne of the key proposals is the \\u003Ca href=\\u0022https:\/\/mediaincanada.com\/2025\/12\/05\/ttc-proposes-in-tunnel-motion-ads\/\\u0022\\u003Eintroduction of in-tunnel motion advertising\\u003C\/a\\u003E in partnership with Adtrackmedia. This proposal has already received Board approval, marking a significant milestone in the process. The final step is approval from TTC General Counsel. Once cleared, commuters can expect to see a new, highly engaging motion-based format added to the transit environment. The agreement spans 15 years, signalling a long-term commitment and ensuring that this format becomes a lasting part of TTC\\u2019s advertising ecosystem. Notably, Adtrackmedia\\u2019s entry introduces a new player into a space historically dominated by Pattison, reshaping the competitive landscape.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:160899,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/image-1.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-160899\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-center\\u0022\\u003E\\u003Cem\\u003EImage Source: Translink.ca\\u003C\/em\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIndependent analysis suggests that \\u003Ca href=\\u0022https:\/\/github.com\/vibhavohra12\/fifa-2026-toronto-impact-analysis\\u0022\\u003ETTC ridership could increase by 5\\u201312% during the 2026 FIFA World Cup matches in Toronto\\u003C\/a\\u003E. While TTC has not yet released its own official projections, \\u003Ca href=\\u0022https:\/\/www.ttc.ca\/news\/2026\/January\/TTC-recommended-2026-budget-adds-service-while-addressing-affordability\\u0022\\u003Ethe inclusion of provisions for additional service\\u003C\/a\\u003E in the 2026 budget indicates that higher passenger volumes are anticipated. As a result, it is reasonable to expect a meaningful increase in the number of people exposed to out-of-home advertising across TTC properties, including the newly introduced in-tunnel motion format.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor brands looking to tap into the momentum surrounding major sporting events, these kinds of transit innovations create new opportunities to capture audience attention in high-traffic environments.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EWhat this means for advertisers\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ECapturing attention:\\u003C\/strong\\u003E The dynamic video format, combined with high-impact placement inside TTC tunnels, transforms an otherwise routine commute into an engaging brand moment. With limited distractions in tunnel environments and a captive commuter audience, brands have a rare opportunity to command deeper attention and drive stronger message recall.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ENovelty effect:\\u003C\/strong\\u003E As a new and unexpected transit execution, this format delivers a powerful wow factor. Early adopters can make the most of the buzz surrounding the launch, positioning themselves as innovative and forward-thinking while benefiting from heightened curiosity and organic word of mouth.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EGreater visibility:\\u003C\/strong\\u003E With the rollout aligned to the World Cup, advertisers can benefit from surges in ridership and increased footfall driven by match attendance and related events. Beyond the tournament, continued return-to-office trends are expected to sustain and grow TTC usage, extending the long-term visibility opportunity.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EManaging multiple media owners:\\u003C\/strong\\u003E As TTC looks to diversify non-fare revenue streams and introduce additional media partners, Pattison\\u2019s long-standing monopoly will shift. Advertisers aiming for a dominant transit presence across Toronto will likely need to coordinate with multiple media owners, adding layers of negotiation, planning and operational complexity \\u2014 particularly for in-house teams managing buys directly.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ECross-border visibility during the tournament:\\u003C\/strong\\u003E International brands can benefit from exposure to a global audience during FIFA 2026, delivering an immersive transit experience that may not exist in consumers\\u2019 home markets. This added novelty can strengthen brand memorability and keep the brand front of mind as visitors share their travel experiences across social and digital channels.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EConnecting with fans across the full customer journey\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWith the FIFA World Cup arriving in Toronto, the impact will extend beyond transit ridership. In addition to an expected uplift on the TTC, the city is projecting \\u003Ca href=\\u0022https:\/\/www.toronto.ca\/legdocs\/mmis\/2025\/ia\/bgrd\/backgroundfile-261068.pdf\\u0022\\u003Ea 10\\u201315% increase in road traffic during the tournament period\\u003C\/a\\u003E. This means overall consumer movement across Toronto \\u2014 whether by transit, car or on foot \\u2014 is set to rise significantly.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAs mobility increases across the city, media channels that intersect with consumers in real-world environments \\u2014 such as out-of-home (OOH), audio and experiential \\u2014 will play an even greater role in driving brand visibility. These formats allow brands to appear in moments that are contextual, timely and emotionally charged. By combining multiple channels and approaching messaging creatively, brands can develop integrated, omnichannel campaigns around the World Cup. This approach creates multiple touchpoints throughout the fan journey \\u2014 from commuting to matches, to exploring the city, to celebrating key moments \\u2014 resulting in stronger recall, deeper engagement and a more lasting emotional connection.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn turn, these placements can support broader media strategies by extending the reach of social, TV and online video campaigns, adding incremental frequency and reinforcing key messages in high-traffic environments. Over time, this sustained exposure can help influence consumer behaviour and drive measurable business outcomes.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThinking about how to reach your audience during the 2026 FIFA World Cup and beyond? Tap into DAC\\u2019s strategic expertise and \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/services\/\\u0022\\u003Efull suite of services\\u003C\/a\\u003E to help your brand make the most of the moment and score with fans.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"April 02, 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/2026-FIFA-World-Cup-875x438-Blog1.jpg\",\"post\":{\"ID\":160898,\"post_author\":\"229\",\"post_date\":\"2026-04-02 09:41:41\",\"post_date_gmt\":\"2026-04-02 14:41:41\",\"post_title\":\"How the FIFA World Cup can help brands make meaningful connections\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"how-the-fifa-world-cup-can-help-brands-make-meaningful-connections\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-04-02 09:41:46\",\"post_modified_gmt\":\"2026-04-02 14:41:46\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/none\/\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":160465,\"title\":\"Temu\\u00a0and Shein in 2026: How their stop-start spend is reshaping ad auctions (and what media buyers should do)\\u00a0\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/temu-shein-2026-ad-auction-volatility-media-buyers-uk\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Paid media\",\"url\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPerformance media in 2026 is becoming harder to read. Across channels, advertisers are seeing sudden cost shifts even when nothing inside their accounts has changed. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMuch of that volatility is being driven by a small number of outsized spenders, most notably Temu and Shein. Both brands have scaled rapidly through paid acquisition, often becoming dominant buyers across Google and Meta. When they increase spend, costs can rise quickly. When they pull back, pressure can ease just as fast. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor media teams, the challenge is not just higher costs. It is understanding when performance changes are being driven by the auction, not the account. So, let\\u2019s take a closer look at how that volatility shows up across channels, how to recognise it in-platform, and what media buyers should do to respond with clarity and discipline. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat changed heading into 2026\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ETemu\\u2019s growth story has been closely tied to paid media. The Wall Street Journal reported that \\u003Ca href=\\u0022https:\/\/www.wsj.com\/business\/media\/temus-push-into-america-pays-off-big-time-for-meta-and-google-f2721b32\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003ETemu was Meta\\u2019s top advertiser by revenue in 2023\\u003C\/a\\u003E and among Google\\u2019s top five advertisers by spend, an early indication of how quickly one brand\\u2019s acquisition strategy can become a market force. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThen the underlying economics changed. In 2025, multiple outlets reported sharp pullbacks in US ad spend as tariffs and shipping-rule changes put pressure on the unit economics of low-cost cross-border retail. The Financial Times, citing Sensor Tower estimates, reported that \\u003Ca href=\\u0022https:\/\/www.ft.com\/content\/9f98dbfc-4643-4a45-a8d3-9f7863601957\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003ETemu cut US ad spending across major platforms and stopped spending on Google Shopping after 9 April 2025\\u003C\/a\\u003E. The Verge also reported that Temu and Shein were raising US prices ahead of tariff changes and the end of de minimis treatment.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:160532,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/image-7.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-160532\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECrucially, this did not look like a permanent exit from performance channels. It suggested a willingness to increase or reduce spend based on economic conditions, creating a recurring pattern of surges, pauses, and re-entry that other advertisers now need to plan around. That interpretation is also consistent with broader reporting that \\u003Ca href=\\u0022https:\/\/www.ft.com\/content\/9f98dbfc-4643-4a45-a8d3-9f7863601957\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003ETemu and Shein reduced US ad spending\\u003C\/a\\u003E materially as trade pressure intensified. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor UK advertisers, the local policy backdrop adds another layer of volatility. In November 2025, the UK government launched a consultation on removing the \\u00a3135 customs duty relief for low-value imports into the United Kingdom, following concerns from high street retailers about competitive pressure from cross-border e-commerce. The government\\u2019s consultation materials say the relief is set to be removed, with new arrangements to follow. Alongside broader European customs reform, the implication is clear: in a market shaped by shifting policy and pressured unit economics, large advertisers can move faster than most brands are built to respond. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EHow the pressure moves through auctions\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUnderstanding where that pressure shows up is critical, because it does not affect every channel in the same way. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E\\u003Cem\\u003EWhy Shopping and commerce intent move first\\u003C\/em\\u003E\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECommerce intent is concentrated. When an outsized bidder increases coverage and bidding intensity in Shopping, media costs can rise quickly and impression share can shift just as quickly. When that bidder pulls back, auction pressure can ease just as fast. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis is why the stop-start pattern appears so clearly across Google\\u2019s commerce channels. In April 2025, Search Engine Land reported, citing Smarter Ecommerce analysis, that \\u003Ca href=\\u0022https:\/\/searchengineland.com\/temu-pulls-us-google-shopping-ads-454260\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003ETemu switched off US Google Shopping ads on 9 April\\u003C\/a\\u003E and that its Shopping presence declined rapidly in the days that followed, an illustration of how quickly a single outsized bidder can change commerce-intent auction conditions. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThat same competitive pressure can extend beyond Shopping. Reuters reporting described \\u003Ca href=\\u0022https:\/\/www.reuters.com\/business\/retail-consumer\/black-friday-online-marketing-costs-jump-bidding-war-with-temu-shein-2024-11-27\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003ETemu and Shein bidding heavily on competitors\\u2019 search keywords during peak retail periods\\u003C\/a\\u003E, contributing to higher CPC pressure on high-demand terms. Their influence does not need to be confined to direct product overlap to affect performance. In practice, it can raise costs across shared intent pools and adjacent categories. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E\\u003Cem\\u003EWhy paid social relief is often less direct\\u003C\/em\\u003E\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ESocial auctions are broader and more blended, with many advertisers, objectives, creatives, and audiences competing simultaneously. Even when a major spender pulls back, CPMs do not always reset cleanly because demand can be replaced quickly, and delivery systems may take time to stabilise after a regime change. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe practical effect is that premium campaigns can come under pressure in two ways. Prospecting CPMs may remain elevated for longer than expected, and audience mix can skew more value-seeking during periods of heavy discount saturation, making it harder for premium positioning to convert efficiently. In those moments, relying too heavily on broad prospecting can become a fragile strategy. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis is one of the most important distinctions for media teams in 2026: Shopping often reflects the shift first and most visibly, while social may absorb that same pressure in a less direct and less proportional way. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EHow to recognise the signal in-platform\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIf Temu or Shein are affecting performance, the first step is not to assume something inside the account broke. It is to look for evidence that auction conditions changed before adjusting creative, bids, or structure. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn Google Ads, that signal often appears first in Auction Insights. A sudden increase in Temu or Shein visibility, combined with rising CPCs and declining impression share, is often a strong indication that competitive pressure has intensified. If conversion volume and ROAS begin to weaken while conversion rate remains relatively stable, that is another sign that the issue may be auction-driven rather than on-site. Search Terms can add useful context as well. If more generic, high-volume queries begin to account for a larger share of clicks, traffic quality may be shifting at the same time costs are rising. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn Meta, the pattern is less direct but still visible. If CPMs rise while conversion rate and site behaviour remain steady, it is often more useful to interpret that first as a delivery or auction shift than as a creative problem. This is especially important for premium brands, where broad prospecting can become more fragile during periods of heavy discount-led competition. In those moments, a heavier reliance on first-party audiences, warmer segments, and value-based signals often creates more resilience than continuing to push scale through broad cold targeting alone. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat volatility does to performance teams\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOne of the most costly effects of stop-start competition is false learning. When auction conditions change abruptly, teams often interpret the shift as proof that creative, landing pages, or account structure stopped working. That misread can trigger a wave of unnecessary adjustments: budget changes, rebuilds, target resets, or learning disruption, at exactly the moment platforms need stability. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe reporting view can make that problem worse. Monthly averages often smooth over real operating conditions by blending a surge period with a pullback period into a single, seemingly stable number. What looks calm in a monthly summary can feel highly unstable in practice. In a market shaped by abrupt competitive shifts, weekly visibility is the minimum. During more active periods, teams may need daily monitoring to understand whether performance changes are coming from auction pressure or from something they actually control. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhy this is a governance issue, not just a media issue\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe most durable response to auction volatility is not simply faster optimisation. It is a clearer operating model, one that prevents external shifts from triggering internal overreaction. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EA useful way to think about that process is simple: detect, diagnose, decide, then deploy. Teams need to recognise regime change early, distinguish auction-driven movement from site or creative issues, decide what should and should not change during that period, and only then act through pre-approved adjustments. The value of this approach is less about speed for its own sake and more about preserving discipline when volatility makes everything feel urgent. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EA small number of governance decisions can make that discipline much easier to maintain. Agreeing in advance on acceptable variance bands helps teams avoid escalating every short-term swing. Establishing decision rights is equally important: teams should know who is allowed to change budgets, targets, or structures during volatile periods, and what evidence is required before those changes happen. In practice, a weekly competitive review is often enough under normal conditions, with daily checks reserved for major retail moments, policy milestones, or sudden changes in Auction Insights. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EHow to buy more effectively in a stop-start market\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn a stop-start market, the objective is not to eliminate volatility but to build a media operation that can absorb it without losing discipline. That starts with budget and structural flexibility. Teams that can move spend by geography, channel, or category without forcing disruptive rebuilds are better positioned to respond when conditions shift. Monitoring also needs to evolve beyond simple cost tracking. The real goal is to detect when the auction environment has changed so optimisation posture can change with it. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe same principle applies when pressure eases. Pullbacks should not simply be treated as welcome relief; they should be treated as opportunity windows. Brands that are prepared to increase budgets selectively, loosen constraints where margin and lifetime value allow it, or expand into previously crowded areas can often capture more value from those moments than brands that remain static. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWhen pressure returns, the response should be equally deliberate. That usually means concentrating spend in the most defensible segments, reducing exposure to lower-margin areas that are highly sensitive to CPC inflation, and keeping creative changes measured rather than reactive. Over time, this also reinforces the importance of channel diversification and lifetime value discipline. Brands that rely too heavily on a single auction type, or that optimise only to blended ROAS, are more exposed when competition becomes unstable. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EPlanning for multiple scenarios\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EScenario planning is a rational response to policy-linked economics that can change quickly. A single forecast line assumes a level of stability this market no longer offers. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor some brands, the most likely scenario is re-acceleration, where competitive pressure remains elevated and efficiency depends on defending the most resilient segments. For others, the more realistic outcome may be selective buying, where pressure concentrates in specific geographies, product categories, or audience cohorts and requires faster reallocation. Regulatory shock remains the third scenario teams cannot ignore: abrupt pullbacks or geographic rebalancing can create short-lived openings, but only for brands that have flexible budget and clear rules for stepping into them. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe value of scenario planning is not just in naming possibilities. It is in defining, ahead of time, what each scenario means for CPM and CAC by channel, where budgets should be protected or expanded, and what signals indicate which environment you are actually in. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat matters most next\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe most useful watchlist is not a long list of possible risks, but a focused view of the signals most likely to change the operating environment quickly. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPolicy and regulatory developments remain central because they can alter the economics behind Temu and Shein\\u2019s acquisition strategy with very little notice. In the UK, low-value import reform is one obvious watchpoint. Across Europe, customs reform remains another. At the platform level, the clearest early indicators are usually found in commerce-intent signals such as Auction Insights movement, impression share shifts, and sudden changes in competitive presence. On social, the more telling pattern is often a change in CPMs without a corresponding change in site behaviour or conversion stability, especially when delivery constraints begin to appear at the same time. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EBehaviour in market matters as well. Aggressive promotional pushes, broader coverage strategies, or sudden changes in acquisition intensity can all signal that a new surge period may be forming. The goal is not to predict every move in advance. It is to recognise quickly when the environment has changed enough to require a different response. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat teams should do now\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe operating challenge in 2026 is a less predictable market, where large competitors can change auction conditions quickly and unevenly. For media teams, that means the response cannot rely on static planning alone. It needs to be faster, more disciplined, and more sensitive to where pressure is actually showing up. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E1. The game did not just get more expensive. It got less predictable.\\u003C\/strong\\u003E \\u003Cbr\\u003ETeams should prepare for volatility in advance by setting response thresholds, defining trigger signals, and agreeing on which levers can be used when conditions change quickly. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E2. Big players like Temu and Shein are moving the market.\\u003C\/strong\\u003E \\u003Cbr\\u003EMajor shifts in their visibility or competitive overlap should be treated as signals that auction conditions may have changed before account-level fixes are made. Reviewing brand value propositions and differentiation alongside market and auction signals is critical. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E3. The auction moves in pockets: geography and audience, not evenly.\\u003C\/strong\\u003E \\u003Cbr\\u003ETeams that segment performance more closely can often find efficiency by tightening exclusions, expanding negatives, adjusting bids, and shifting spend towards less pressured areas. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E4. Most brands are reacting too slowly.\\u003C\/strong\\u003E \\u003Cbr\\u003EVolatility windows require faster signal detection, clearer decision rights, and the ability to move budget or tighten strategy without delay. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E5. The biggest risk is misdiagnosing the problem.\\u003C\/strong\\u003E \\u003Cbr\\u003EBefore changing creative, landing pages, or structure, teams should confirm whether the shift began in auction or market conditions. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E6. Winning in 2026 means operating like a trader, not a planner.\\u003C\/strong\\u003E \\u003Cbr\\u003EThe strongest teams will pair scenario-based planning with pre-approved actions so they can defend efficiently and expand deliberately as conditions change. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAt DAC, we help brands turn volatile auction conditions into a more stable operating system by combining competitive monitoring, disciplined measurement, and agile orchestration across channels. For brands looking to assess whether auction volatility is creating hidden risk or opportunity in their 2026 plans, this is exactly the kind of pressure-testing that matters. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"March 30, 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/Temu-Shein-875x438-Blog1-1.jpg\",\"post\":{\"ID\":160465,\"post_author\":\"358\",\"post_date\":\"2026-03-30 10:59:22\",\"post_date_gmt\":\"2026-03-30 15:59:22\",\"post_title\":\"Temu\\u00a0and Shein in 2026: How their stop-start spend is reshaping ad auctions (and what media buyers should do)\\u00a0\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"temu-shein-2026-ad-auction-volatility-media-buyers-uk\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-03-30 10:59:29\",\"post_modified_gmt\":\"2026-03-30 15:59:29\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/none\/\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":160666,\"title\":\"Don\\u2019t Go Chasing AI Yet: A Framework for Prioritising\\u00a0SEO vs. AI Search\",\"type\":\"webinars\",\"type_label\":\"Webinar\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/webinars\/dont-go-chasing-ai-yet-a-framework-for-prioritising-seo-vs-ai-search\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003C!-- wp:acf\/events-hero-block {\\u0022name\\u0022:\\u0022acf\/events-hero-block\\u0022,\\u0022data\\u0022:{\\u0022badge_text\\u0022:\\u0022\\u0022,\\u0022_badge_text\\u0022:\\u0022field_685d6da64c46d\\u0022},\\u0022mode\\u0022:\\u0022edit\\u0022} \/--\\u003E\\u003C!-- wp:acf\/webinar-details-section 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forward\\u0022,\\u0022_title\\u0022:\\u0022field_675753677729e\\u0022,\\u0022subtitle\\u0022:\\u0022Subscribe to our monthly newsletter\\u0022,\\u0022_subtitle\\u0022:\\u0022field_67575376b6044\\u0022,\\u0022placeholder\\u0022:\\u0022Email Address\\u0022,\\u0022_placeholder\\u0022:\\u0022field_6757537eb6045\\u0022},\\u0022mode\\u0022:\\u0022edit\\u0022} \/--\\u003E\",\"event_date\":\"March 25, 2026\",\"publish_date\":\"April 01, 2026\",\"banner_content\":\"WATCH ON-DEMAND\",\"cta_label\":\"ACCESS WEBINAR\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/SEJ-Webinar-875x438-Blog1.jpg\",\"post\":{\"ID\":160666,\"post_author\":\"13\",\"post_date\":\"2026-04-01 09:58:34\",\"post_date_gmt\":\"2026-04-01 14:58:34\",\"post_title\":\"Don\\u2019t Go Chasing AI Yet: A Framework for Prioritising\\u00a0SEO vs. AI Search\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"dont-go-chasing-ai-yet-a-framework-for-prioritising-seo-vs-ai-search\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-05-05 14:25:22\",\"post_modified_gmt\":\"2026-05-05 19:25:22\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/?post_type=webinars\\u0026#038;p=160666\",\"menu_order\":0,\"post_type\":\"webinars\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":156041,\"title\":\"Performance Marketing Unlocked\",\"type\":\"events\",\"type_label\":\"Event\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/performance-marketing-unlocked-2026\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003Cp data-start=\\u0022901\\u0022 data-end=\\u00221125\\u0022\\u003EThis 3rd and 4th of March, DAC will be attending \\u003Ca href=\\u0022https:\/\/www.performancemarketingunlocked.com\/agenda-2026-day-one\\u0022\\u003E\\u003Cstrong data-start=\\u0022923\\u0022 data-end=\\u0022957\\u0022\\u003EPerformance Marketing Unlocked\\u003C\/strong\\u003E\\u003C\/a\\u003E, a leading industry event focused on performance-driven strategies, innovation, and the evolving role of data, technology, and customer experience in modern marketing.\\u003C\/p\\u003E\\u003Cp data-start=\\u00221127\\u0022 data-end=\\u00221278\\u0022\\u003EAs part of the Day 1 agenda, \\u003Cstrong data-start=\\u00221156\\u0022 data-end=\\u00221201\\u0022\\u003EMike Fantis, VP \\u0026 Managing Partner at DAC\\u003C\/strong\\u003E, will speak from \\u003Cstrong data-start=\\u00221219\\u0022 data-end=\\u00221237\\u0022\\u003E11:35 to 11:55\\u003C\/strong\\u003E on \\u003Cstrong data-start=\\u00221241\\u0022 data-end=\\u00221260\\u0022\\u003EThe Arena stage\\u003C\/strong\\u003E with his session:\\u003C\/p\\u003E\\u003Cp data-start=\\u00221280\\u0022 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You have a fear problem (and maybe a time problem.)\\u201d\\u003C\/em\\u003E\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003Cp data-start=\\u00221401\\u0022 data-end=\\u00221721\\u0022\\u003EWhile many brands believe their challenges lie in technology or channel complexity, the reality is often different. 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Garden 2026\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"dac-at-c-suite-diy-home-garden-2026\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-02-26 05:03:23\",\"post_modified_gmt\":\"2026-02-26 10:03:23\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/?post_type=events\\u0026#038;p=158858\",\"menu_order\":0,\"post_type\":\"events\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":159878,\"title\":\"From execution to orchestration: How to leverage generative AI without losing control\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/from-execution-to-orchestration-generative-ai-marketing-control\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Strategy\",\"url\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EGenerative AI has been adopted in marketing at an unusually rapid pace. It accelerates analysis, content production, asset creation, ideation, and even certain media optimisations. In many organisations, it is already embedded in day-to-day workflows.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EBut as it moves from being a tool to becoming infrastructure, a more difficult question emerges: how do you scale AI without losing control?\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAI does not only boost productivity. It introduces variability, opacity, compliance exposure, and systemic risk, particularly when deployed across complex, multi-market marketing ecosystems. The challenge is no longer whether to use generative AI. It is how to harness its speed and scale whilst preserving governance, performance stability, and accountability.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn this article, we explore where AI can undermine control, how that loss of control directly affects performance, and what it means to shift from pure execution to true orchestration: designing systems that are explainable, steerable, and built for sustainable growth.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EThe problems to solve: how AI can undermine control\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe risks of generative AI are not abstract. They emerge when speed outpaces governance and automation scales without clear guardrails. As AI becomes embedded across content, media, analytics, and decision-making, five control gaps tend to surface.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E1. Reliability is not guaranteed\\u003Cbr\\u003EGenerative AI is non-deterministic: similar inputs can produce different outputs. It can also hallucinate, oversimplify, or blend accurate and inaccurate information. In marketing, this is not theoretical. An approximation can quickly become a published claim, a media recommendation, or inaccurate local information at scale.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E2. Compliance becomes a production constraint\\u003Cbr\\u003EWhen AI-generated outputs move directly into production, compliance cannot remain a final checkpoint. GDPR, copyright, claims substantiation, brand safety, and platform policies must be embedded into the workflow itself. Without governance, AI does not just accelerate work \\u2014 it accelerates exposure.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E3. Decision opacity and the difficulty of \\u201cexplaining\\u201d\\u003Cbr\\u003EMarketing is already highly automated. AI adds another layer of recommendations, prioritisation, and optimisation that is not always traceable. When performance shifts, teams need to answer not only \\u201cWhat should we change?\\u201d but \\u201cWhy was this decision made? And based on what evidence?\\u201d Without traceability, auditability suffers.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E4. Automation multiplies the risk of drift at scale\\u003Cbr\\u003EHuman error is typically localised. Automated error replicates instantly across campaigns, pages, and markets. As AI gains autonomy \\u2014 through agents, action chains, and automated publishing \\u2014 guardrails around thresholds, permissions, approvals, and rollback mechanisms become essential.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E5. Channel fragmentation makes steering more complex\\u003Cbr\\u003ECustomer journeys now span paid, organic, local, content, and AI-driven search experiences. Optimising one silo in isolation can degrade overall performance. Without cross-channel coordination, improvements in one area may create instability elsewhere.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EThe impact on performance: when lack of control becomes expensive\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThese risks do not sit adjacent to performance \\u2014 they reshape it. When AI-driven systems operate without clear governance, the consequences show up directly in efficiency, stability, and business outcomes.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E1. Loss of consistency and effectiveness\\u003Cbr\\u003EIf messaging varies across channels, promises diverge, or local information such as opening hours and services becomes inconsistent, the brand becomes harder to trust. The result is predictable: lower CTR, weaker conversion rates, more friction in the customer journey, and increased pressure on support teams.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E2. Local over-optimisation, global under-optimisation\\u003Cbr\\u003EAI can improve visible KPIs \\u2014 such as reducing CPA \\u2014 whilst degrading broader business metrics such as lead quality, margin, retention, or lifetime value. Without orchestration across CRM, analytics, media, and local signals, teams optimise what they can see, not necessarily what drives enterprise value.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E3. Greater volatility, slower diagnostics\\u003Cbr\\u003EAs automation increases, so does systemic complexity. When traffic, conversions, or visibility decline, root causes may span tracking, attribution, competition, stock availability, creative, or platform changes. The more interconnected the system, the harder it becomes to isolate issues quickly \\u2014 and slow diagnosis directly compounds performance loss.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E4. Reputational and legal risk\\u003Cbr\\u003EErrors in claims, moderation, targeting, or compliance do not remain marketing issues. They can escalate into reputational damage, partner friction, regulatory scrutiny, or legal action. These risks cannot be offset by short-term optimisation gains.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EThe response: moving from execution to orchestration\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOnce the risks are clear, the question is no longer only how to use AI, but how to deploy it without losing control. This is where the shift from execution to orchestration becomes critical.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EExecution:\\u003C\/strong\\u003E Teams produce and optimise. AI accelerates output, but the system still depends heavily on human bandwidth and reactive checks. Performance can be strong but fragile.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EOrchestration:\\u003C\/strong\\u003E The system itself is designed for control. Detection, diagnosis, recommendation, validation, action, and impact measurement are structured into governed workflows. Performance becomes more reproducible, explainable, and controllable.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EThe five principles of \\u201csteerable\\u201d AI in marketing\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOrchestration is not theoretical. It rests on five practical principles:\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EClear governance:\\u003C\/strong\\u003E Define who can generate, publish, edit, or allocate budget \\u2014 and under what thresholds and escalation rules.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ETraceability:\\u003C\/strong\\u003E Log prompts, sources, versions, decisions, and approvals to ensure auditability and learning.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ESystematic quality control:\\u003C\/strong\\u003E Apply structured rules, testing frameworks, and scoring mechanisms before activation.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EHuman-in-the-loop by risk level:\\u003C\/strong\\u003E Low-risk actions may be automated, but brand, budget, and compliance-sensitive decisions require validation.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EContinuous learning loops:\\u003C\/strong\\u003E Measure real business impact and feed insights back into the system to prevent drift.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat an orchestrated workflow looks like\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELet\\u2019s take a simple case of declining conversions:\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list {\\u0022ordered\\u0022:true,\\u0022start\\u0022:1} --\\u003E\\u003Col start=\\u00221\\u0022 class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EA detection layer flags anomalies in conversions, CPA, ROAS, or qualified traffic.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ETargeted diagnostics are triggered across paid, SEO, local, tracking, creative, and competitive signals.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ERecommendations are prioritised based on expected impact and risk.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELow-risk adjustments can be automated within predefined guardrails.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EHigh-risk changes \\u2014 major budget shifts, core claims, tracking modifications \\u2014 require validation.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EImpact is measured, documented, and reintegrated into the system.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ol\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOrchestration answers a fundamental business question: where should we invest more, where should we pull back, and why \\u2014 without destabilising performance?\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat DAC brings to AI orchestration\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn this context, AI solutions are not flashy generation tools. They are infrastructure: governance frameworks, traceability layers, unified signals, and structured workflows that connect decisions to evidence.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThat is how we approach AI at DAC. Not as automation for its own sake, but as a system designed for controlled, scalable performance.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis builds naturally on our \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/our-work\/our-approach\/\\u0022\\u003EBrand-to-Local\\u003C\/a\\u003E model, where brands operate across markets, channels, and locations \\u2014 and where performance must improve without sacrificing consistency or compliance. Orchestration is what makes that possible. In practice, this means:\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/tech-platforms\/iris\/\\u0022\\u003E\\u003Cstrong\\u003EIRIS\\u003C\/strong\\u003E\\u003C\/a\\u003E, our AI-powered orchestration platform, which structures workflows, synchronises decision-making, and enables true steering logic, not just reporting.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/tech-platforms\/totalserp\/\\u0022\\u003E\\u003Cstrong\\u003ETotalSERP\\u003C\/strong\\u003E\\u003C\/a\\u003E, which manages search as a unified ecosystem (paid, organic, local) and coordinates investment in an increasingly fragmented results environment.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EScaled activation capabilities\\u003C\/strong\\u003E across content, local, paid, and creative, all governed by quality control, compliance safeguards, and continuous feedback loops.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn a fast-evolving landscape, the competitive advantage no longer lies in generating more, but in steering that process more accurately. As a result, the brands that win will not be those that automate the fastest, but those that build AI systems that are explainable, governed, and accountable.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThat is the difference between execution and orchestration. And it is what you gain when you partner with DAC. Let\\u2019s talk.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"March 12, 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/Execution-to-Orchestration-875x438-Blog1.jpg\",\"post\":{\"ID\":159878,\"post_author\":\"149\",\"post_date\":\"2026-03-12 11:52:55\",\"post_date_gmt\":\"2026-03-12 16:52:55\",\"post_title\":\"From execution to orchestration: How to leverage generative AI without losing control\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"from-execution-to-orchestration-generative-ai-marketing-control\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-03-12 11:53:02\",\"post_modified_gmt\":\"2026-03-12 16:53:02\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/none\/\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":158748,\"title\":\"ChatGPT\\u00a0ads\\u00a0are\\u00a0here: Opportunity,\\u00a0open\\u00a0questions, and\\u00a0what\\u00a0brands\\u00a0should\\u00a0do\\u00a0now\\u00a0\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/chatgpt-ads-what-brands-need-to-know\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Paid media\",\"url\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWe\\u2019ve been watching the ChatGPT story unfold for weeks now, but it\\u2019s finally official: \\u003Ca href=\\u0022https:\/\/searchengineland.com\/openai-starts-testing-chatgpt-ads-468593\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003EChatGPT ads are here\\u003C\/a\\u003E. While this is still an early rollout, the direction is becoming a little clearer. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOpenAI has begun testing ads directly inside ChatGPT, with first live examples appearing \\u003Cstrong\\u003Eon Tuesday 10 February 2026\\u003C\/strong\\u003E, placing sponsored messages within the flow of conversation and aligning them to what users are actively asking about. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:158752,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-30.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-158752\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-center\\u0022\\u003E\\u003Cem\\u003ESource: \\u003C\/em\\u003E\\u003Ca href=\\u0022https:\/\/openai.com\/index\/testing-ads-in-chatgpt\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003E\\u003Cem\\u003EOpenAI\\u003C\/em\\u003E\\u003C\/a\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis will not be your average display or search campaign\\u2014it\\u2019s advertising inside an environment people already trust to help them think, decide, and solve problems. That alone makes this moment both exciting and high stakes. No pressure! \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EThe latest updates as of 10 February 2026 \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAds are now live for logged-in adult users in the US on the Free and Go versions of ChatGPT. They appear clearly labelled as sponsored and sit below the AI\\u2019s response, not inside the answer itself. OpenAI has been explicit that ads do not influence how ChatGPT responds, although targeting is primarily conversation-based, matching ads to what a user is engaging with in real time, supported by limited contextual signals. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAnother new update confirms that users remain in complete control of this environment, though there are some trade-offs. Users can turn personalisation off, limit ads, dismiss ads with feedback, or clear ad data entirely\\u2014but Free users who limit ads may see fewer available messages unless they upgrade to a paid tier. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-center\\u0022\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:158759,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-31.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-158759\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-center\\u0022\\u003E\\u003Cem\\u003ESource: \\u003C\/em\\u003E\\u003Ca href=\\u0022https:\/\/openai.com\/index\/testing-ads-in-chatgpt\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003E\\u003Cem\\u003EOpenAI\\u003C\/em\\u003E\\u003C\/a\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor advertisers, access is still currently gated. OpenAI does not have an official waitlist and is instead actively reaching out to large brands, but early testing reportedly requires a minimum investment around \\u00a3148k and ~\\u00a344 CPM They are focused on a premium rollout to derive learnings rather than scale, to ensure success. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhy brands are paying attention and why caution is necessary \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe appeal is clear. Conversational AI offers relevance at the exact moment of intent, something marketers have been chasing for years. When done well, ads in this environment have the potential to feel like an addition rather than a disruption. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAt the same time, hesitation is both expected and healthy. Several factors make this a channel that requires careful consideration: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EHigh-intent moments, high expectations: \\u003C\/strong\\u003EUsers come to ChatGPT expecting credible, helpful answers, which raises the bar for brands. Ads must enhance the experience, not interrupt it. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ETrust and brand safety come first: \\u003C\/strong\\u003ECredibility is foundational in conversational AI. Any brand presence needs to align with the tone, accuracy, and usefulness users already associate with the platform. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ELimited measurement and optimisation: \\u003C\/strong\\u003EEarly reporting is largely impression-based, without the depth performance teams typically rely on to assess impact or refine investment decisions. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EPremium context, but limited scale: \\u003C\/strong\\u003EWith high minimum investments and restricted participation, this is a testing ground rather than a channel built for broad experimentation. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor now, brands exploring ads in ChatGPT must be comfortable testing in a high-intent, premium environment while accepting that insight, scale, and control will evolve over time. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EDAC\\u2019s perspective on ChatGPT ads \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWe see ChatGPT ads as a meaningful signal of where discovery is heading. Conversations are becoming a new entry point to the funnel\\u2014as we have seen in the explosion of the LLM space and the ever-changing Google landscape\\u2014and brands that understand the need to capitalise on this and shift their mindset will be better positioned as this space matures. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMoving thoughtfully now matters more than moving quickly. Although brands may be tempted to jump in as quickly as possible, there needs to be a balance of agility and care. As a first mover and early adopter, being smart and strategic is critical. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDAC is actively partnered with OpenAI and receives regular updates directly from its teams as a high-interest agency partner. That gives us close insight into how the platform is evolving and what\\u2019s coming as access expands. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat this means for brands right now \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor brands considering early testing in conversational AI, now is the time to move from curiosity to planning. Even if large-scale activation isn\\u2019t imminent, understanding how advertising functions in environments like ChatGPT will be critical as this channel evolves. That\\u2019s why DAC\\u2019s \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/insights\/series\/the-media-forward-series\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Emedia playbook and planning approach\\u003C\/a\\u003E sees LLM\/AI optimisation and testing as a critical and necessary part of driving success for our clients in a fast-changing landscape. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAt DAC, we\\u2019re already helping our clients assess readiness, identify the right use cases, and design thoughtful test-and-learn approaches that balance innovation with trust, brand safety, and measurement. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIf you\\u2019re exploring whether ChatGPT ads make sense for your brand, now is the right time to start that conversation. Reach out to us to learn more. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"February 23, 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/ChatGPT-ads-are-official-875x438-Blog1.jpg\",\"post\":{\"ID\":158748,\"post_author\":\"62\",\"post_date\":\"2026-02-23 15:39:33\",\"post_date_gmt\":\"2026-02-23 20:39:33\",\"post_title\":\"ChatGPT\\u00a0ads\\u00a0are\\u00a0here: Opportunity,\\u00a0open\\u00a0questions, and\\u00a0what\\u00a0brands\\u00a0should\\u00a0do\\u00a0now\\u00a0\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"chatgpt-ads-what-brands-need-to-know\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-02-23 15:41:35\",\"post_modified_gmt\":\"2026-02-23 20:41:35\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/none\/\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":156947,\"title\":\"What multi-location brands need to know about Local Service Ads\\u00a0\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/what-multi-location-brands-need-to-know-about-local-service-ads\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Local Search\",\"url\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELocal search has changed dramatically over the past few years. Organic results have been pushed further down the page, AI-powered answers are reshaping how people evaluate options, and users increasingly expect immediate, local solutions when they search. For multi-location service brands, this compression of visibility has made it harder to appear at the exact moment customers are ready to act. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELocal Service Ads (LSAs) sit at the centre of this shift. They promise premium placement, high-intent leads and built-in trust signals. But while LSAs may look simple on the surface, scaling them effectively across dozens or even hundreds of locations introduces real operational and strategic complexity. Understanding how they work, and how they fit into a broader local strategy, is essential before leaning in. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat are Local Service Ads and why do they appear first in search results?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELocal Service Ads are Google\\u2019s pay-per-lead advertising format for service-based businesses. When available, they appear at the very top of the search engine results page, above organic listings and most traditional paid ads, and give users a direct way to call, message or book a service. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWhat makes LSAs distinct is their combination of placement and trust. Each eligible advertiser displays Google\\u2019s verification badge alongside ratings and reviews, helping users quickly decide which businesses feel credible enough to contact. For high-intent searches such as \\u201cemergency plumber near me\\u201d or \\u201clocal house cleaner\\u201d, this positioning often captures demand before users even scroll. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:156969,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-18.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-156969\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis placement can be incredibly valuable for multi-location brands, but it also means competition is fierce, visibility is limited, and performance depends on more than bidding alone. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EHow do Local Service Ads work for service businesses?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ETo run LSAs, businesses must apply and complete \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/why-googles-video-verification-process-is-a-huge-headache-for-legitimate-businesses-3\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003EGoogle\\u2019s verification process\\u003C\/a\\u003E, which can include background checks, licence validation and insurance review. Once approved, advertisers do not pay per click. Instead, they pay per qualified lead, typically a phone call or message initiated through the ad. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EGoogle ranks LSAs using a combination of factors, including account performance, responsiveness to leads, review ratings, proximity to the searcher and budget availability. Unlike \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/services\/paid-media\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Etraditional paid search\\u003C\/a\\u003E, keyword control and creative optimisation are limited. Google instead optimises for outcomes it believes signal trust and usefulness. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELeads are delivered through Google\\u2019s Local Services dashboard, where businesses can review, respond to and rate them. This creates a feedback loop that directly influences future visibility, making operational readiness just as important as media strategy. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhy Local Service Ads are becoming more important in local search\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELSAs are not a short-term experiment. Their growing prominence is driven by several converging trends. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:156976,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-19.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-156976\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFirst, user behaviour continues to shift towards immediate, action-oriented experiences. Searchers increasingly prefer one-tap calls or bookings over browsing multiple websites, particularly on mobile. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ESecond, Google has steadily expanded and invested in the LSA product, adding booking functionality, refining verification requirements and rolling the format out across more categories and countries. This level of investment signals a long-term commitment. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThird, trust signals matter more than ever. The Google Verified badge and visible reviews reduce friction for first-time customers and often improve conversion rates compared with standard text ads. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFinally, broader platform changes, such as stricter Google Business Profile verification and evolving local policies, have made LSAs a more controlled but higher-quality channel for qualified leads. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EHow Local Service Ads have expanded across categories and locations\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELSAs originally focused on home services and skilled trades, but they have since expanded into dozens of verticals, including cleaning, pet care, tutoring and beauty. Geographic availability has also widened beyond the US, with self-sign-up rolling out in phases across additional markets. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis expansion has two clear implications for multi-location brands. On one hand, more categories and locations create more opportunities to capture top-of-page visibility. On the other, increased adoption raises the competitive bar. Verification, reviews, responsiveness and \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/services\/location-optimization\/local-presence-management\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Econsistency across locations\\u003C\/a\\u003E now play a much larger role in determining who wins that limited space. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAs LSAs mature, success becomes less about early adoption and more about disciplined execution at scale. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EBest practices for Local Service Ads at scale\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor single-location businesses, LSAs can sometimes feel like a \\u201cset and forget\\u201d channel. For multi-location brands, that approach rarely works. Scale introduces variability, and small issues can compound quickly if left unchecked. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EBest practices include: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EComplete verification thoroughly\\u003C\/strong\\u003E \\u003Cbr\\u003EEnsure licences, insurance and documentation are accurate for every eligible location to maintain Google Verified status. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EUse automated bidding strategies\\u003C\/strong\\u003E \\u003Cbr\\u003EGoogle\\u2019s recommended bidding helps balance lead volume and cost, particularly as demand fluctuates by market. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ERespond to leads quickly\\u003C\/strong\\u003E \\u003Cbr\\u003EFast response times strongly influence both conversion rates and future visibility. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ESet competitive budgets\\u003C\/strong\\u003E \\u003Cbr\\u003EPay-per-lead models still require sufficient budget to avoid capping impressions during periods of peak demand. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EExpand job types thoughtfully\\u003C\/strong\\u003E \\u003Cbr\\u003EAdjacent services can increase volume but should be monitored closely for lead quality. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EActively manage reviews and reputation\\u003C\/strong\\u003E \\u003Cbr\\u003ERatings and review velocity directly affect prominence. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EScore and analyse lead quality\\u003C\/strong\\u003E \\u003Cbr\\u003EUse the dashboard to identify trends by market and adjust accordingly. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAt scale, brands also need to watch for breakdowns such as missed calls, uneven response times or markets that consume budget without delivering value. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ENext steps for multi-location brands using Local Service Ads\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELocal Service Ads can be a powerful driver of high-intent leads, but they perform best as part of a broader local growth system. For multi-location brands, success depends on more than verification and budget alone. It requires consistent local readiness, strong \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/en-gb\/services\/location-optimization\/reputation-management\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Ereputation management\\u003C\/a\\u003E, fast lead handling and alignment with SEO and paid search efforts. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAs Google continues to prioritise trust-based, conversion-focused experiences in local search, LSAs will play an increasingly important role in capturing demand at the moment customers are ready to act. The brands that win will be those that treat LSAs not as a standalone tactic, but as an integrated layer within a coordinated local strategy. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIf you are evaluating how LSAs fit into your broader local media and SEO approach, it is worth assessing readiness, scalability and long-term impact before increasing spend. \\u003Cbr\\u003ELet\\u2019s talk. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"February 06, 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/What-multi-location-brands-need-to-know-about-local-service-875x438-Blog1.jpg\",\"post\":{\"ID\":156947,\"post_author\":\"61\",\"post_date\":\"2026-02-06 14:15:56\",\"post_date_gmt\":\"2026-02-06 19:15:56\",\"post_title\":\"What multi-location brands need to know about Local Service Ads\\u00a0\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"what-multi-location-brands-need-to-know-about-local-service-ads\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-02-06 14:16:03\",\"post_modified_gmt\":\"2026-02-06 19:16:03\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/none\/\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":156025,\"title\":\"Winter Digital Marketing Summit 2026\",\"type\":\"events\",\"type_label\":\"Event\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/winter-digital-marketing-summit-2026\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003Cp data-start=\\u0022819\\u0022 data-end=\\u00221046\\u0022\\u003EDAC will be attending the \\u003Ca href=\\u0022https:\/\/figarodigital.co.uk\/events\/winter-digital-marketing-summit-5-feb-2026\/#agendaSection\\u0022\\u003E\\u003Cstrong data-start=\\u0022845\\u0022 data-end=\\u0022885\\u0022\\u003EWinter Digital Marketing Summit 2026\\u003C\/strong\\u003E\\u003C\/a\\u003E, organised by Figaro Digital, on the 5th of February, an event bringing together senior marketers and digital leaders to discuss the strategies shaping the future of digital marketing.\\u003C\/p\\u003E\\u003Cp data-start=\\u00221048\\u0022 data-end=\\u00221185\\u0022\\u003EAs part of the agenda, \\u003Cstrong data-start=\\u00221071\\u0022 data-end=\\u00221122\\u0022\\u003EMike Fantis, VP \\u0026 Managing Partner at DAC Group\\u003C\/strong\\u003E, will take the stage from \\u003Cstrong data-start=\\u00221149\\u0022 data-end=\\u00221167\\u0022\\u003E11:15 to 11:45\\u003C\/strong\\u003E with his session:\\u003C\/p\\u003E\\u003Cp data-start=\\u00221187\\u0022 data-end=\\u00221276\\u0022\\u003E\\u003Cstrong data-start=\\u00221187\\u0022 data-end=\\u00221276\\u0022\\u003E\\u003Cem data-start=\\u00221189\\u0022 data-end=\\u00221274\\u0022\\u003E\\u201cPersonalisation is the holy grail, but brands are still getting it horribly wrong\\u201d\\u003C\/em\\u003E\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003Cp data-start=\\u00221278\\u0022 data-end=\\u00221624\\u0022\\u003EIn a world where media channels continue to multiply, data volumes increase, and consumer behaviour shifts overnight, marketing leaders face growing pressure to create meaningful connections with their audiences. In this session, Mike will explore the most common mistakes brands make when approaching personalisation and how to move beyond them.\\u003C\/p\\u003E\\u003Cp data-start=\\u00221626\\u0022 data-end=\\u00221904\\u0022\\u003EHe will share how brands can evolve towards an \\u003Cstrong data-start=\\u00221673\\u0022 data-end=\\u00221702\\u0022\\u003Eintegrated media strategy\\u003C\/strong\\u003E, powered by personalisation across media planning, creative assets, and communications. The focus: building authentic, long-term relationships with customers that extend far beyond the checkout moment.\\u003C\/p\\u003E\\u003Cp data-start=\\u00221906\\u0022 data-end=\\u00222080\\u0022\\u003EOur team looks forward to engaging with peers, exchanging insights, and contributing to the conversation around data-led, full-funnel marketing strategies in 2026 and beyond.\\u003C\/p\\u003E\",\"event_date\":\"February 05, 2026\",\"publish_date\":\"January 14, 2026\",\"banner_content\":\"\",\"cta_label\":\"LEARN MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/Event-image-for-the-website-1.png\",\"post\":{\"ID\":156025,\"post_author\":\"4\",\"post_date\":\"2026-01-14 06:51:25\",\"post_date_gmt\":\"2026-01-14 11:51:25\",\"post_title\":\"Winter Digital Marketing Summit 2026\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"winter-digital-marketing-summit-2026\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-01-14 06:54:27\",\"post_modified_gmt\":\"2026-01-14 11:54:27\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/?post_type=events\\u0026#038;p=156025\",\"menu_order\":0,\"post_type\":\"events\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":156581,\"title\":\"Bridging Brand and Performance Media: Shifting Up-Funnel for Measurable, Enduring Growth\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/bridging-brand-and-performance-media\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Paid media\",\"url\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOver the past decade, marketers have built sophisticated, high-precision performance engines. Search, direct response Social, retail media, and remarketing all promise what every CMO wants: immediate, measurable results. The allure is powerful\\u2014easy attribution, clean dashboards, and the comforting illusion that every dollar spent drives incremental sales. But increasingly, performance media behaves like a short-term fix. It delivers quick hits, but the long-term effects can be damaging: rising costs, diminishing returns, and an overreliance on capturing demand rather than creating it. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMany brands now find themselves in the same bind. They know they need to invest in brand so they can reach new audiences, shape preferences, and shift future demand, but they\\u2019re reluctant to do it without the measurement rigor they\\u2019ve built in the lower funnel. They\\u2019re judged quarter-by-quarter on their ability to produce boardroom-ready measurement and reporting of media impact, and have been conditioned to believe that only the bottom of the funnel can deliver that kind of clarity. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe industry\\u2019s leading research backs this up. \\u003Ca href=\\u0022https:\/\/ipa.co.uk\/knowledge\/effectiveness-research-analysis\/les-binet-peter-field\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003EBinet and Field\\u2019s foundational work\\u003C\/a\\u003E demonstrates that, on average, brands need roughly a 60\/40 balance between brand-building and activation to maximise long-term growth, though the exact balance varies by category. Yet many brands, especially those operating in competitive local and regional markets, dramatically underinvest in brand because activation feels safer, faster, and easier to justify. The consequence is predictable: a plateau in growth and a shrinking pool of in-market buyers. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWhat marketers need now isn\\u2019t more theory; it\\u2019s a practical, measurable path to responsibly shifting up-funnel without losing the confidence that performance media has historically provided. This paper outlines exactly how we do that\\u2014combining brand strategy, audience insight, omnichannel orchestration, and a unified measurement framework that triangulates truth across multiple methodologies. Armed with this toolkit, we can overcome the current \\u201ccrisis of brand.\\u201d \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EThe Power of a Strong Brand \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMarketers intuitively understand that strong brands perform better, but the degree to which brand strength influences performance and how broadly it impacts the full funnel is often underestimated. Numerous studies show that brand preference doesn\\u2019t just shape awareness or consideration; it materially improves the efficiency of every performance channel beneath it. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EA \\u003Ca href=\\u0022https:\/\/www.nielsen.com\/news-center\/2022\/nielsen-report-finds-underspending-in-50-of-media-plans-jeopardizing-maximum-roi\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003ENielsen ROI analysis\\u003C\/a\\u003E found that adding upper-funnel marketing on top of existing mid-low funnel activity increased ROI by up to 70%. When a brand is well known and well understood, more people search for it, paid search auctions get cheaper, conversion rates rise, and retargeting pools grow with higher-quality prospects. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn other words, brand is not an alternative to performance\\u2014it is a force multiplier for performance. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EStrong brands also enjoy more pricing power, faster customer acquisition, and greater lifetime value. They lower the cost of persuasion across channels. They create resilience during competitive disruptions, economic swings, or platform volatility. They reduce dependence on unstable attribution models. And, critically for multi-location and Brand-to-Local brands operating across regions and markets, they unlock consistency and efficiency across hundreds or thousands of individual markets. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EInvesting in upper-funnel media is not solely a long-term play. It is a highly measurable driver of short-term and long-term outcomes, if we design the ecosystem correctly. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EIt Starts with Becoming Audience-Centric \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EShifting up-funnel responsibly requires a deeper understanding of who we\\u2019re trying to influence and how they move through their decision process. That means becoming audience-centric, not channel-centric. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis begins with rigorous audience and landscape understanding, segmenting the market based on behaviours, motivations, values, and unmet needs. Too often, brands lean on broad demographic segments or platform-defined audiences, which obscures the reality of how real people behave across digital and physical environments. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAudience centricity also relies on the intelligent use of first-party data. Most multi-location brands possess rich data assets (CRM data, transaction history, loyalty data, POS information) that are underutilised for insight generation, not just targeting. By analysing these signals, we uncover higher-value customer cohorts, understand their lifetime value distributions, and identify opportunity segments with substantial headroom. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFrom here, we map the full customer journey for each priority segment. The goal isn\\u2019t to develop a generic linear funnel, but to understand the specific content, channels, and moments that meaningfully influence behaviour. Some segments may require more emotional storytelling early on; others may need problem-framing content or social proof to advance. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFinally, KPIs must be aligned to these journey stages. The content and media that drive early-stage shifts should not be held to lower-funnel metrics. Instead, they should be measured with indicators that reflect their role in priming the audience for conversion. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAudience-centric planning is simple in principle, complex in execution. But when done well, it ensures we invest in the right people with the right messages at the right moments, and it lays the foundation for full-funnel measurement. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:156598,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-3.png\\u0022 alt=\\u0022Map of the northeastern United States with regions shaded in green, yellow, orange, and red.\\u0022 class=\\u0022wp-image-156598\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-center\\u0022\\u003E\\u003Cem\\u003EAudience centricity mapping\\u003C\/em\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EOrchestrating Omnichannel Experiences \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EToday\\u2019s customers fluidly navigate between digital and physical touchpoints. They research online, purchase offline, encounter local messaging, see national branding, and interact across an ever-expanding set of environments. To meet them where they are, we must orchestrate omnichannel media, not run channel-by-channel campaigns. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis means moving beyond the old dichotomy of \\u201cdigital for acquisition, offline for brand.\\u201d Instead, we need a connected view of the customer\\u2019s total behaviour\\u2014how they come in the door, how they explore, how they convert, and how they return. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECritically, omnichannel planning enables us to understand true acquisition dynamics. For example, a digital prospecting campaign may spark interest, but the final conversion might occur in a physical location. Without integrated measurement, the digital channel gets undervalued; with it, we can quantify the full business impact and optimise accordingly. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor multi-location brands, omnichannel maturity is especially important. Individual stores, regions, or franchisees often experience different customer journeys. To harmonise enterprise strategy with local execution, we need a shared measurement backbone that understands both. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EA Measurement Framework That Moves Beyond Last Click \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIf marketers are going to responsibly invest above the performance line, they need measurement systems that make brand investment as credible as lower-funnel activity. There\\u2019s no single magic metric that can do this. Instead, we build a \\u003Cstrong\\u003EUnified Measurement Framework\\u003C\/strong\\u003E\\u2014a multi-method approach that cross-validates insights and \\u201ctriangulates truth\\u201d rather than betting on one model alone \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMarketing Mix Modeling (MMM): The Long-View Foundation \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMMM gives us the strategic perspective: a privacy-resilient, statistical view of how each channel contributes to outcomes over time. Modern MMMs can incorporate both short-term and long-term effects, capturing the halo of brand investment as well as the contribution of activation channels. This becomes the anchor for long-term budget allocation, scenario planning, and brand-level guidance. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFlighting Variation to Improve Model Accurac\\u003Cstrong\\u003Ey \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMMM accuracy improves when media spend has sufficient variation. We intentionally vary flighting to help the model read impact more clearly, ensuring every channel\\u2019s contribution is properly captured. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIncrementality Testing: Proving What\\u2019s Truly Net-New \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMMM alone isn\\u2019t fast enough for optimisation. To validate true causal impact, we use incrementality testing, including audience holdouts, geography-based experiments across regions and markets, and platform-level lift studies. These tests answer the essential business question: \\u003Cem\\u003EWhat would have happened if we didn\\u2019t run the campaign?\\u003C\/em\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EHoldout designs provide clean causal reads on net-new outcomes. Geo tests allow us to measure lift at scale without user-level tracking. This approach moves us from correlation to causation and provides the kind of rigor stakeholders trust. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAttribution Models: Fast Optimisation Signals \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAttribution\\u2014both rules-based and machine-learning\\u2014remains useful for real-time directional guidance, even as privacy changes degrade its absolute accuracy. By integrating attribution insights with MMM and incrementality testing, we get both speed and truth. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ETogether, these components create a measurement system strong enough to support serious brand investment while retaining the agility performance teams depend on. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:156584,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-2.png\\u0022 alt=\\u0022MMM: From foundational model to prescriptive intelligence. Diagram shows the transition from rapid foundational MMM based on historical media investments and a business KPI to a robust scenario planner with budget reallocation recommendations. The central section lists refining methods: Localization, Tuning for Reach, Incrementality Testing, Diminishing Returns Testing, and Environmental Controls.\\u0022 class=\\u0022wp-image-156584\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-center\\u0022\\u003E\\u003Cem\\u003EMMM: From foundational model to prescriptive intelligence\\u003C\/em\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EFrom \\u201cROAS-Only\\u201d Thinking to Customer Lifetime Value \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe industry\\u2019s fixation on ROAS has led many brands to optimise themselves into a corner. ROAS is easy to calculate, easy to report, and deeply misleading. It overvalues existing customers, undervalues net-new growth, and hides the quality of customer cohorts. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWe replace ROAS-only thinking with a system grounded in: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ECustomer Acquisition Cost (CAC)\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ECustomer Lifetime Value (LTV)\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ECohort performance over time\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECohort analysis shows us how different acquisition channels, creatives, and audience strategies contribute to retention, repeat purchase behaviour, and revenue expansion. Two campaigns with identical ROAS might produce dramatically different 90-day or 1-year value. When you optimise for LTV instead of short-term revenue, you build a healthier, more profitable customer base. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis is especially important for multi-location brands, where customer lifetime value often varies meaningfully across geographies. A location-first LTV view reveals growth pockets and helps allocate media investment more intelligently. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EValidating Leading Indicators for Faster Optimisation \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWhile LTV is essential, it accumulates slowly. To stay agile, we identify and validate \\u003Cstrong\\u003Eleading indicators\\u003C\/strong\\u003E\\u2014fast-moving signals that correlate with long-term business outcomes. These indicators allow us to optimise upper-funnel media in near real-time while maintaining scientific rigor. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EExamples include: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EShare of search\\u003C\/strong\\u003E, which generally serves as a reliable proxy for share of market. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EWebsite visitation and engagement\\u003C\/strong\\u003E, especially return visits and high-intent behaviours. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EVideo completion rates\\u003C\/strong\\u003E, which signal the audience finds content meaningful and often correlate with downstream conversion lift. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EBrand recall and consideration metrics\\u003C\/strong\\u003E from survey-based providers such as YouGov, Morning Consult, or Dynata. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe key isn\\u2019t selecting these metrics\\u2014it\\u2019s validating that they truly correlate with the business outcomes you care about most. Once validated, they become invaluable tools for fast iteration without sacrificing long-term accountability. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ERunning Everything as a Test: Building a Culture of Experimentation \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe strongest marketing organisations treat testing not as a project, but as a culture. DAC operationalises this by embedding a lead analyst on every media account\\u2014a structural decision that ensures data science and media planning operate as a single team, not separate functions. This creates an \\u201calways-on feedback loop\\u201d where planners and analysts design tests, execute them, interpret results, and feed insights back into strategy continuously. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ETests become the fuel for learning agendas. Every quarter, we outline the key uncertainties that must be resolved to unlock growth: Which audiences drive the highest LTV? Which creative variants move consideration? Which markets have the most efficient path-to-purchase? Each question becomes a structured experiment. The output is a compounding body of knowledge that improves your marketing system over time. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis continuous experimentation not only improves performance; it builds organisational confidence, especially where brand investment is concerned, because every initiative is designed with measurement rigor from day one. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ETransparent Dashboards for Brand and Local Stakeholders \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor brands with complex internal structures, transparency is as important as accuracy. Clear, role-specific dashboards bring every stakeholder along\\u2014from the CFO to regional field teams. When everyone sees the same truth, in formats tailored to their needs, a unified culture of optimisation emerges. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThese dashboards connect brand and performance metrics, attribution signals, incrementality reads, MMM insights, and leading indicators into a cohesive picture. They ensure the organisation can finally answer the boardroom\\u2019s most persistent questions: \\u003Cem\\u003EWhat\\u2019s working? What\\u2019s not? What\\u2019s incremental? Where should we invest next?\\u003C\/em\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EThe Evolution Toward Predictive Scenario Planning \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAs data accumulates and MMM models mature, we evolve from measurement to prediction. Scenario planning allows us to forecast the likely outcomes of different investment strategies: What happens if we shift 10% of search budget into video? What if we increase investment in our highest-LTV audience segment? What if we expand brand spend in priority markets? \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThese tools elevate marketing to a strategic lever for the whole business. They support CFO-level budgeting, empower CMOs to defend brand investment, and provide executives with confidence in decision-making. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EConclusion: Building a Marketing System That Compounds Over Time \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EResponsibly shifting up-funnel isn\\u2019t about abandoning performance. It\\u2019s about designing a marketing system that uses brand to supercharge performance, and uses measurement to make that investment credible and scalable. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWhen we put all the pieces together, we create: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EConfidence to invest in long-term brand growth\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EProof of incremental value grounded in experiments and MMM\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EClear, CFO-ready answers to tough financial questions\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EA healthier customer base with higher lifetime value\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ELess dependency on unstable attribution and platform-reported metrics\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EA marketing system that compounds knowledge, capability, and results over time\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis is exactly how DAC is powering leading consumer brands with Brand-to-Local marketing. 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AI-powered search experiences and large language models are changing how people discover information, evaluate options and make decisions , often before they ever visit a website. As a result, traditional SEO metrics such as rankings, clicks and organic traffic are no longer sufficient on their own to measure success. 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From this point on, we\\u2019re living in a world in which AI \\u003Cem\\u003Ecan actually buy products for you\\u003C\/em\\u003E. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEnter the \\u003Ca href=\\u0022https:\/\/ucp.dev\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003EUniversal Commerce Protocol (UCP)\\u003C\/a\\u003E, a new open standard designed to solve the biggest headache in automated shopping: interoperability. Rather than building custom code for every single storefront, UCP creates a unified way for AI agents, payment services, and retailers to communicate. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EBacked by heavy hitters like Google, Shopify, Walmart, Stripe, and Mastercard, this protocol allows an AI assistant to handle everything from discovery to checkout without needing to learn a new system for every merchant it visits. It layers over existing infrastructure, meaning brands don\\u0027t have to rip out and replace their current tech; they simply need to ensure it communicates effectively. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:156098,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/image-23.png\\u0022 alt=\\u0022Alt text: Three mobile screens showing a Monos suitcase purchase process. The first screen is the order review with payment options; the second is creating a Monos account with Google; the third is the order confirmation summary with delivery details.\\u0022 class=\\u0022wp-image-156098\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:heading {\\u0022level\\u0022:3} --\\u003E\\u003Ch3 class=\\u0022wp-block-heading\\u0022\\u003EHow do I get started with UCP? \\u003C\/h3\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFirst, get your house in order before touching any code because your foundation needs to be solid. This means ensuring your \\u003Ca href=\\u0022https:\/\/developers.google.com\/merchant\/ucp\/guides\/merchant-center\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003EMerchant Center\\u003C\/a\\u003E account is fully configured, specifically your shipping settings, return policies, and product feeds. If users can\\u0027t discover or understand your product terms, the AI can\\u0027t buy them. Once that is ready, you will need to \\u003Ca href=\\u0022https:\/\/support.google.com\/merchants\/contact\/ucp_integration_interest\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Ejoin the waitlist\\u003C\/a\\u003E and get explicit approval from Google to go live on their AI surfaces. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAt its core, UCP is about predictability. It gives AI agents and merchants a standard playbook for the entire shopping journey: discovery, inventory checks, cart management, and checkout. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EHere is how that interaction looks in practice: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E1. The menu (merchant capability publication) \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFirst, the merchant puts their cards on the table. They publish a capability profile that effectively says, \\u0022Here is what I can do.\\u0022 This lists their ability to handle product search, pricing, fulfillment rules, and payment methods. It\\u2019s a green light telling AI agents exactly which actions are available. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E2. The handshake (agent discovery and negotiation) \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EBefore trying to buy anything, the AI assistant reads that profile. It compares the store\\u2019s rules with its own capabilities and negotiates a path forward. They might agree on a specific payment wallet or determine which parts of the checkout the agent will handle versus what the store needs to process. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E3. The heavy lifting (action execution) \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOnce they agree, the AI gets to work. It searches for the product, verifies it\\u2019s in stock, applies a discount code, and builds the cart. If the AI hits a wall, like missing information, UCP provides a structured way to pause and ask the human user for help before resuming. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E4. The tap on the shoulder (handling human input) \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAI can\\u2019t decide everything. Sometimes you need to pick a delivery slot or confirm the shipping address. UCP allows the system to escalate these specific choices back to the customer. Once the human answers, the AI takes the baton back and finishes the workflow. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E5. Secure closing (payments and security) \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFinally, the transaction needs to clear. UCP manages a secure negotiation to decide which wallet or payment method to use. Crucially, payments are tokenised and backed by verified consent, ensuring that while the AI is facilitating the sale, the security is as robust as a traditional bank transaction. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading {\\u0022level\\u0022:3} --\\u003E\\u003Ch3 class=\\u0022wp-block-heading\\u0022\\u003EWhy does UCP matter for SEO? \\u003C\/h3\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor marketers, UCP signals a massive shift. Search is evolving from a place where people click links to a transaction layer where AI completes the task for them. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EClick-throughs are becoming \\u0022buy-throughs\\u0022:\\u003C\/strong\\u003E The goal is no longer just getting a user to your website\\u2014it\\u2019s about making your product discoverable and actionable inside an AI interface. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EData structure is your new storefront:\\u003C\/strong\\u003E If an AI agent can\\u2019t read your pricing, inventory, or shipping data because it\\u2019s unstructured, you are invisible. Brands with \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/services\/search-optimization\/search-engine-optimization\/seo-content\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Eclean, machine-readable data\\u003C\/a\\u003E will be the ones surfaced by AI for high-intent queries. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EOptimisation for intent and personalisation: \\u003C\/strong\\u003EIt is no longer just about ranking for keywords; it is about \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/services\/strategy\/strategic-audience-market-insight\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Eanswering complex, personal needs\\u003C\/a\\u003E. A user might ask, \\u201cBest running shoes for flat feet under $150 that can arrive by Friday.\\u201d To win that sale, your commerce feed must be rich enough to handle this level of personalisation, instantly matching inventory not just to \\u0022shoes,\\u0022 but to that user\\u0027s unique constraints on price, suitability (e.g., specific arch support), and real-time fulfillment speed. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EThe new SEO checklist:\\u003C\/strong\\u003E SEO teams can no longer stop at keywords and backlinks. The new mandate is \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/services\/search-optimization\/search-engine-optimization\/seo-audit\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Etechnical readiness\\u003C\/a\\u003E: real-time inventory status, clear product attributes, and queryable commerce capabilities. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:heading {\\u0022level\\u0022:3} --\\u003E\\u003Ch3 class=\\u0022wp-block-heading\\u0022\\u003EThe bottom line \\u003C\/h3\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUCP isn\\u0027t just a technical spec; it\\u0027s the foundation for the next generation of ecommerce. It allows AI to act as a true concierge, smoothing out the friction between \\u0022I want this\\u0022 and \\u0022order confirmed\\u0022. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor brands, the message is clear: visibility is shifting. It\\u2019s not just about ranking pages anymore but making your data accessible enough that an AI agent can buy your product before the customer even visits your site. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIf you want to ensure your brand is ready for this shift, reach out to DAC. We\\u2019re already helping clients lay the foundations for a seamless transition into the UCP era.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"January 21, 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/Universal-Commerce-Protocol-875x438-Blog1.jpg\",\"post\":{\"ID\":156123,\"post_author\":\"340\",\"post_date\":\"2026-01-21 05:07:18\",\"post_date_gmt\":\"2026-01-21 10:07:18\",\"post_title\":\"Universal Commerce Protocol\\u00a0(UCP): Why\\u00a0your\\u00a0brand\\u00a0needs to\\u00a0speak 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behaviour\\u0022,\\u0022_info_column_list_items_2_item_title\\u0022:\\u0022field_680bdb35054be\\u0022,\\u0022info_column_list_items_2_item_description\\u0022:\\u0022\\u0022,\\u0022_info_column_list_items_2_item_description\\u0022:\\u0022field_680bdb3e054bf\\u0022,\\u0022info_column_list_items_2_item\\u0022:\\u0022\\u0022,\\u0022_info_column_list_items_2_item\\u0022:\\u0022field_680bdaf1054bc\\u0022,\\u0022info_column_list_items_3_item_img\\u0022:156166,\\u0022_info_column_list_items_3_item_img\\u0022:\\u0022field_680bdb28054bd\\u0022,\\u0022info_column_list_items_3_item_title\\u0022:\\u0022Strengthen the business case for media 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wp:acf\/hub-newsletter-signup {\\u0022name\\u0022:\\u0022acf\/hub-newsletter-signup\\u0022,\\u0022data\\u0022:{\\u0022title\\u0022:\\u0022Stay forward\\u0022,\\u0022_title\\u0022:\\u0022field_675753677729e\\u0022,\\u0022subtitle\\u0022:\\u0022Subscribe to our monthly newsletter\\u0022,\\u0022_subtitle\\u0022:\\u0022field_67575376b6044\\u0022,\\u0022placeholder\\u0022:\\u0022Email Address\\u0022,\\u0022_placeholder\\u0022:\\u0022field_6757537eb6045\\u0022},\\u0022mode\\u0022:\\u0022edit\\u0022} \/--\\u003E\\u003C!-- wp:acf\/custom-css {\\u0022name\\u0022:\\u0022acf\/custom-css\\u0022,\\u0022data\\u0022:{\\u0022styles\\u0022:\\u0022.mobile-footer-banner {\\\\r\\\\n display: flex;\\\\r\\\\n flex-direction: column;\\\\r\\\\n align-items: center;\\\\r\\\\n justify-content:center;\\\\r\\\\n gap: 32px;\\\\r\\\\n}\\\\r\\\\n .mobile-footer-banner h2 {\\\\r\\\\n font-family: \\u0027Avenir LT Heavy\\u0027;\\\\r\\\\n font-weight: 750;\\\\r\\\\n font-style: italic;\\\\r\\\\n font-size: 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MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/ForresterCover-January2026-875x438-Blog1.jpg\",\"post\":{\"ID\":156207,\"post_author\":\"437\",\"post_date\":\"2026-01-19 16:17:31\",\"post_date_gmt\":\"2026-01-19 21:17:31\",\"post_title\":\"How To Use Location-Based Planning To Improve Media Precision And Personalisation\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"how-to-use-location-based-planning-to-improve-media-precision-and-personalisation\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-01-21 10:30:38\",\"post_modified_gmt\":\"2026-01-21 15:30:38\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/insights\/white-papers\/how-to-use-location-based-planning-to-improve-media-precision-and-personalization\/\",\"menu_order\":0,\"post_type\":\"whitepapers\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":155865,\"title\":\"SEO success looks different now\\u00a0\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/seo-success-looks-different-now\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Search optimization\",\"url\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ESearch is undergoing its most significant transformation in decades. Artificial intelligence, particularly large language models (LLMs) and AI-powered search experiences like Google\\u2019s AI Overviews, is changing how people discover information, evaluate options, and make decisions. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor brands, this shift creates uncertainty. Traditional SEO metrics such as rankings, clicks, and organic traffic are becoming less reliable indicators of success. At the same time, many of the foundational principles of SEO still matter deeply. That\\u2019s why we\\u2019re here to bridge that gap and help marketing leaders understand: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EWhat has fundamentally changed in search \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EWhat remains critical and should not be abandoned \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EHow to adapt SEO into a modern visibility strategy that works in an AI-driven environment \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ERather than focusing on theory, this guide provides a practical, step-by-step framework that brands can use to move forward with confidence. Let\\u2019s get started. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EUnderstanding the new search journey\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor most of its history, online search has followed a predictable pattern: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list {\\u0022ordered\\u0022:true,\\u0022start\\u0022:1} --\\u003E\\u003Col start=\\u00221\\u0022 class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EA user entered a keyword or query \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ol\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list {\\u0022ordered\\u0022:true,\\u0022start\\u0022:2} --\\u003E\\u003Col start=\\u00222\\u0022 class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EThey reviewed a list of results \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ol\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list {\\u0022ordered\\u0022:true,\\u0022start\\u0022:3} --\\u003E\\u003Col start=\\u00223\\u0022 class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EThey clicked through to a website \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ol\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list {\\u0022ordered\\u0022:true,\\u0022start\\u0022:4} --\\u003E\\u003Col start=\\u00224\\u0022 class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EThey refined their search if needed \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ol\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn an AI-driven environment, \\u003Ca href=\\u0022https:\/\/developers.google.com\/search\/docs\/appearance\/ai-features\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Ethis journey looks very different\\u003C\/a\\u003E. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAI systems are now guiding users through the exploration process. Instead of repeatedly searching and clicking, users are increasingly engaging in ongoing conversations. The AI asks clarifying questions, compares options, and synthesizes information on the user\\u2019s behalf. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis introduces a new and critical phase in the journey: AI-guided clarification. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMany decisions are now influenced, or even made, before a website visit occurs. In some cases, the visit never happens at all. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:155848,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022,\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image aligncenter size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/image-20.png\\u0022 alt=\\u0022Alt text: Two pie charts comparing zero-click search rates and click-through rates in the EU and US from January to May 2024. The EU has 59.7% zero-click searches and 40.3% searches with a click. The US has 58.9% zero-click searches and 41.1% searches with a click. Data by Datos, analysis by SparkToro.\\u0022 class=\\u0022wp-image-155848\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-center\\u0022\\u003E\\u003Cem\\u003EZero-click searches data, Europe vs United States\\u003C\/em\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat \\u003C\/strong\\u003E\\u003Cstrong\\u003Edoes \\u003C\/strong\\u003E\\u003Cstrong\\u003Ethis mean\\u003C\/strong\\u003E\\u003Cstrong\\u003E for brands\\u003C\/strong\\u003E\\u003Cstrong\\u003E?\\u003C\/strong\\u003E\\u003Cstrong\\u003E\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EVisibility increasingly happens inside the answer, not just on the website. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EInfluence can occur even without a click. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ESEO success is no longer defined solely by traffic volume. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn other words, SEO isn\\u2019t suddenly less important\\u2014but it does need to evolve. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EWhat still matters: The unchanging fundamentals\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDespite dramatic changes in interfaces and user behavior, the \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/services\/search-engine-optimization\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Ecore foundations of SEO\\u003C\/a\\u003E remain essential. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAI systems still rely on signals that indicate: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EExperience and expertise \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EAuthority and trust \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ETechnical accessibility and clarity \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EContent relevance and usefulness \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn fact, AI often amplifies the importance of these fundamentals. When AI summarizes information or recommends brands, it draws from sources it perceives as reliable, consistent, and well-structured. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EKey \\u003C\/strong\\u003E\\u003Cstrong\\u003ESEO \\u003C\/strong\\u003E\\u003Cstrong\\u003Ebasics\\u003C\/strong\\u003E\\u003Cstrong\\u003E \\u003C\/strong\\u003E\\u003Cstrong\\u003Ethat still apply\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EStrong technical foundations (crawlability, structured data, performance) \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EClear information architecture \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EContent that genuinely satisfies user intent \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EDemonstrable expertise and credibility \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EConsistency across owned and earned digital properties \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAI does not replace these requirements, but instead rewards brands that execute them well. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EThe \\u003C\/strong\\u003E\\u003Cstrong\\u003E6\\u003C\/strong\\u003E\\u003Cstrong\\u003E-step\\u003C\/strong\\u003E\\u003Cstrong\\u003E framework for AI-ready SEO\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis framework translates the realities of AI-driven search into a practical roadmap brands can follow. It focuses on building the structural clarity, trust signals, and content foundations AI systems rely on\\u2014the goal being to drive visibility as search continues to evolve, not just today. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EStep 1: Conduct an AI readiness audit\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAn AI readiness audit expands the traditional SEO audit to reflect how modern search systems interpret information. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ERather than focusing only on technical health, this audit evaluates how effectively AI systems can understand, trust, and surface your brand. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E\\u003Cem\\u003ECore audit dimensions\\u003C\/em\\u003E\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EAccessibility:\\u003C\/strong\\u003E Is your content easy for search engines and AI systems to crawl, parse, and interpret? \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ERelevance:\\u003C\/strong\\u003E Do your pages clearly communicate topical focus and relationships? \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EEngagement:\\u003C\/strong\\u003E Are users interacting meaningfully with your content across formats? \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EAuthority:\\u003C\/strong\\u003E How strong and consistent is your brand\\u2019s presence across the wider digital ecosystem? \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EImportantly, this audit extends beyond your website. AI systems draw from reviews, third-party content, expert commentary, and community discussions. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:155833,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022,\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image aligncenter size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/image-19.png\\u0022 alt=\\u0022Venn diagram illustrating the intersection of \\u0022Accessibility,\\u0022 \\u0022UX \\u0026 Engagement,\\u0022 \\u0022Relevance,\\u0022 and \\u0022Authority \\u0026 Perception\\u0022 with \\u0022AI Readiness\\u0022 at the center.\\u0022 class=\\u0022wp-image-155833\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-center\\u0022\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E\\u003Cem\\u003EOutcome\\u003C\/em\\u003E\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe goal is not a long checklist. The goal is a prioritized roadmap that identifies where improvements will most directly improve AI visibility and brand representation. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EStep 2: Create content that AI can easily interpret\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAI systems process content differently than humans. They break information into smaller units, look for patterns, and compare meaning across sources. Content that is vague, overly complex, or poorly structured is less likely to be surfaced. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E\\u003Cem\\u003EPractical content principles\\u003C\/em\\u003E\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EUse plain, accessible language \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EKeep paragraphs concise and focused on one idea \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EUse clear, descriptive headings \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EProvide direct answers before supporting detail \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOne of the most effective approaches is building topic clusters. Instead of isolated pages targeting individual keywords, clusters of interlinked content comprehensively cover a subject area. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis helps AI systems understand \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Econtext, \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Edepth, \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Eauthority, and \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Erelationships between concepts. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/services\/strategy\/content-strategy\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003EContent that is easy for AI to extract\\u003C\/a\\u003E is also easier for humans to consume, making this approach a win for both. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EStep 3: Use existing search performance as an AI roadmap\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ETraditional SEO data remains extremely valuable when used strategically. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOne of the fastest ways to improve AI visibility is identifying content that \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ealready performs well in organic search \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ebut is not appearing in AI-generated answers or summaries. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis gap is rarely caused by irrelevance. More often, it is due to structure, formatting, or missing clarity. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E\\u003Cem\\u003EHow to act on this insight\\u003C\/em\\u003E\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EIdentify high-performing pages in traditional search. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ECheck whether those topics trigger AI-enhanced results. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EPrioritize pages where your brand is absent or underrepresented. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EOptimize those pages for clarity, structure, and explicit answers. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThis approach delivers high return because it builds on existing strengths rather than starting from scratch. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EStep 4: Learn from community and conversational language\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOnline communities reveal how people actually think, speak, and ask questions, and often more accurately than keyword tools alone. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDiscussion forums, Q\\u0026A platforms, and peer-to-peer conversations highlight \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ereal concerns, \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ecommon comparisons, and the \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Eemotional drivers behind decisions. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIn turn, these language patterns closely resemble how users prompt AI systems. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E\\u003Cem\\u003ECommon conversational patterns\\u003C\/em\\u003E\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u201cWhich is better: X or Y?\\u201d \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u201cWhat\\u2019s the best option for my situation?\\u201d \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u201cHow often should I\\u2026?\\u201d \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u201cIs it normal if\\u2026?\\u201d \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EBy translating these patterns into structured, on-site content, brands align more closely with both user expectations and AI comprehension. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EStep 5: Treat video and engagement assets as search signals\\u003C\/strong\\u003E 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It frequently appears in search results and plays a growing role in decision-making. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFrom an AI perspective, video contributes to engagement signals and provides additional context about products, services, and expertise. As such, a balanced video strategy should include: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EOn-site video:\\u003C\/strong\\u003E Enhances clarity, engagement, and comprehension. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EOff-site video distribution:\\u003C\/strong\\u003E Meets audiences where they research and compare options. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/insights\/blog\/paid-media\/the-media-forward-series-video-is-the-new-search\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003EVideo should not be viewed only as an awareness tactic.\\u003C\/a\\u003E When used strategically, it supports performance and conversion throughout the journey. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EStep 6: Reinforce local and trust signals\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFor \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/services\/local-presence-management\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Elocation-based businesses\\u003C\/a\\u003E, AI relies heavily on existing local data sources. That means \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003Eaccurate business information, strong reviews, and consistent reputation management remain foundational. In fact, \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAI-driven local recommendations are powered by the same signals that have always mattered: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EAccurate listings \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EConsistent NAP (Name, Address, Phone) data \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ERich profiles with photos and services \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EActive review management \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAI does not introduce a new local playbook. Rather, it reinforces the importance of executing the fundamentals consistently and at scale. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EMeasuring success in an AI-driven world\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMeasurement must evolve alongside strategy. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EWhile traffic and rankings still provide useful context, they no longer tell the full story. Instead, brands need visibility metrics that reflect how AI systems represent them. That could include: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EBrand mentions and citations in AI responses \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EShare of voice across key topics \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ESentiment and positioning \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EEngagement quality on owned properties \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EDownstream business impact (leads, conversions, revenue) \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EThe goal is not to abandon traditional metrics, but to complement them with indicators that reflect influence earlier in the journey. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EFrom SEO tactics to visibility strategy\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ESEO is no longer a siloed discipline focused solely on rankings and traffic. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIt is the foundation of a broader visibility strategy. One that spans content, technology, authority, engagement, and trust across a distributed search ecosystem. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EBrands that adapt now will not only protect performance but gain an advantage by influencing decisions before the click ever happens. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"January 12, 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/AI-in-SEO-875x438-Blog1.jpg\",\"post\":{\"ID\":155865,\"post_author\":\"60\",\"post_date\":\"2026-01-12 15:09:52\",\"post_date_gmt\":\"2026-01-12 20:09:52\",\"post_title\":\"SEO success looks different now\\u00a0\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"seo-success-looks-different-now\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-01-15 10:07:01\",\"post_modified_gmt\":\"2026-01-15 15:07:01\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/insights\/blog\/none\/seo-success-looks-different-now\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":148808,\"title\":\"DAC at ProcureCon Marketing Connect 2025\",\"type\":\"events\",\"type_label\":\"Event\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/dac-procurecon-marketing-connect-2025\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003Cp data-start=\\u0022175\\u0022 data-end=\\u0022251\\u0022\\u003E\\u003Cspan class=\\u0022relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\\u0022\\u003EDAC is pleased to be attending \\u003Cstrong data-start=\\u002231\\u0022 data-end=\\u002268\\u0022\\u003E\\u003Ca href=\\u0022https:\/\/procureconmarketingconnect.wbresearch.com\/\\u0022\\u003EProcureCon Marketing Connect 2025\\u003C\/a\\u003E\\u003C\/strong\\u003E, held on \\u003Cstrong data-start=\\u002278\\u0022 data-end=\\u002299\\u0022\\u003E2\\u20133 December 2025\\u003C\/strong\\u003E at the distinguished \\u003Cstrong data-start=\\u0022121\\u0022 data-end=\\u0022154\\u0022 data-is-last-node=\\u0022\\u0022\\u003EAshridge House, Hertfordshire.\\u003C\/strong\\u003E\\u003C\/span\\u003E\\u003C\/p\\u003E\\u003Cp data-start=\\u0022253\\u0022 data-end=\\u0022329\\u0022\\u003E\\u003Cspan class=\\u0022relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\\u0022\\u003EThis exclusive, invitation\\u2011only forum brings together senior marketing procurement executives\\u2014Heads of Procurement, CMOs, Global Heads and Directors\\u2014from leading brands across Europe and the globe.\\u003C\/span\\u003E\\u003C\/p\\u003E\\u003Cp data-start=\\u0022331\\u0022 data-end=\\u0022368\\u0022\\u003E\\u003Cspan class=\\u0022relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\\u0022\\u003EThe event delivers a high\\u2011value blend of curated content and networking formats, including:\\u003C\/span\\u003E\\u003C\/p\\u003E\\u003Cul data-start=\\u0022370\\u0022 data-end=\\u0022695\\u0022\\u003E\\u003Cli data-start=\\u0022370\\u0022 data-end=\\u0022409\\u0022\\u003E\\u003Cp data-start=\\u0022372\\u0022 data-end=\\u0022409\\u0022\\u003E\\u003Cspan class=\\u0022relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\\u0022\\u003EPre\\u2011qualified \\u003Cstrong data-start=\\u002214\\u0022 data-end=\\u002237\\u0022\\u003Eone\\u2011to\\u2011one meetings\\u003C\/strong\\u003E with carefully selected solution providers\\u003C\/span\\u003E\\u003C\/p\\u003E\\u003C\/li\\u003E\\u003Cli data-start=\\u0022410\\u0022 data-end=\\u0022449\\u0022\\u003E\\u003Cp data-start=\\u0022412\\u0022 data-end=\\u0022449\\u0022\\u003E\\u003Cspan class=\\u0022relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\\u0022\\u003E\\u003Cstrong data-start=\\u00220\\u0022 data-end=\\u002225\\u0022 data-is-only-node=\\u0022\\u0022\\u003EKeynote presentations\\u003C\/strong\\u003E, \\u003Cstrong data-start=\\u002227\\u0022 data-end=\\u002253\\u0022\\u003Eroundtable discussions\\u003C\/strong\\u003E, and \\u003Cstrong data-start=\\u002259\\u0022 data-end=\\u002293\\u0022 data-is-last-node=\\u0022\\u0022\\u003Einteractive boardroom sessions\\u003C\/strong\\u003E\\u003C\/span\\u003E\\u003C\/p\\u003E\\u003C\/li\\u003E\\u003Cli data-start=\\u0022450\\u0022 data-end=\\u0022531\\u0022\\u003E\\u003Cp data-start=\\u0022452\\u0022 data-end=\\u0022531\\u0022\\u003E\\u003Cspan class=\\u0022relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\\u0022\\u003EA unique atmosphere that combines intimacy with exclusivity, enabling meaningful, face\\u2011to\\u2011face connections\\u003C\/span\\u003E\\u003C\/p\\u003E\\u003C\/li\\u003E\\u003Cli data-start=\\u0022450\\u0022 data-end=\\u0022531\\u0022\\u003E\\u003Cp data-start=\\u0022452\\u0022 data-end=\\u0022531\\u0022\\u003E\\u003Cspan class=\\u0022relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\\u0022\\u003EThe opportunity to \\u003Cstrong data-start=\\u002219\\u0022 data-end=\\u002258\\u0022\\u003Ecustomise your programme in advance\\u003C\/strong\\u003E, ensuring you meet the most relevant experts and peers\\u003C\/span\\u003E\\u003C\/p\\u003E\\u003C\/li\\u003E\\u003Cli data-start=\\u0022614\\u0022 data-end=\\u0022695\\u0022\\u003E\\u003Cp data-start=\\u0022616\\u0022 data-end=\\u0022695\\u0022\\u003E\\u003Cspan class=\\u0022relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\\u0022\\u003EEvenings of relaxed engagement through \\u003Cstrong data-start=\\u002239\\u0022 data-end=\\u002276\\u0022\\u003Enetworking dinners and receptions\\u003C\/strong\\u003E, fostering deeper rapport in an informal setting.\\u003C\/span\\u003E\\u003C\/p\\u003E\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cp data-start=\\u0022697\\u0022 data-end=\\u00221166\\u0022\\u003EAt DAC, we value the power of strategic, in-person engagement. 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We look forward to exchanging ideas with fellow procurement leaders, discussing how procurement strategies are being transformed, and showcasing DAC\\u2019s expertise in optimising marketing procurement for measurable ROI and value.\\u003C\/p\\u003E\",\"event_date\":\"December 02, 2025\",\"publish_date\":\"September 01, 2025\",\"banner_content\":\"\",\"cta_label\":\"LEARN MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/09\/12.png\",\"post\":{\"ID\":148808,\"post_author\":\"4\",\"post_date\":\"2025-09-01 11:20:42\",\"post_date_gmt\":\"2025-09-01 16:20:42\",\"post_title\":\"DAC at ProcureCon Marketing Connect 2025\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"dac-procurecon-marketing-connect-2025\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2025-09-01 11:20:44\",\"post_modified_gmt\":\"2025-09-01 16:20:44\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/?post_type=events\\u0026#038;p=148808\",\"menu_order\":0,\"post_type\":\"events\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":161351,\"title\":\"The Agentic Shift: When AI Stops Assisting and Starts Acting\",\"type\":\"podcasts\",\"type_label\":\"Podcast\",\"link\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/podcasts\/agentic-shift-ai-from-assisting-to-acting\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\",\"event_date\":\"\",\"publish_date\":\"April 27, 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/ShiftHappens-Episode11-BlogBanner.jpg\",\"post\":{\"ID\":161351,\"post_author\":\"6\",\"post_date\":\"2026-04-27 15:31:06\",\"post_date_gmt\":\"2026-04-27 20:31:06\",\"post_title\":\"The Agentic Shift: When AI Stops Assisting and Starts 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MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/blog-fall-back-image.png\",\"post\":{\"ID\":161128,\"post_author\":\"6\",\"post_date\":\"2026-04-13 15:44:49\",\"post_date_gmt\":\"2026-04-13 20:44:49\",\"post_title\":\"Social\\u2019s New Job: From Brand Discovery to Loyalty\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"social-new-role-brand-discovery-to-loyalty\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-04-13 15:44:50\",\"post_modified_gmt\":\"2026-04-13 20:44:50\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/?post_type=podcasts\\u0026#038;p=161128\",\"menu_order\":0,\"post_type\":\"podcasts\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},{\"id\":160570,\"title\":\"When the Auction Shifts Overnight: Media Buying in a Temu\/Shein 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8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z' fill='white' \/>\n            <\/svg>`,\n                user: `<svg width='24' height='25' viewBox='0 0 24 25' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'>\n                <circle cx='12' cy='8.20483' r='3' stroke='white' \/>\n                <path d='M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z' stroke='white' \/>\n            <\/svg>`,\n                clock: `<svg width='24' height='25' viewBox='0 0 24 25' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'>\n                <path fill-rule='evenodd' clip-rule='evenodd' d='M12 4.20483C16.4177 4.20483 20 7.78648 20 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'<span class=\\'item-separator\\'>|<\/span>' : ''}\n                    `).join('') : ''}\n                <\/div>\n\n                <!-- CTA Button (currently disabled in PHP, uncomment if needed) -->\n                <!-- \n                <a href='${post.link || '#'}' class='redirection-button'>\n                    <span class='d-inline-block'>\n                        ${ctaLabel}\n                    <\/span>\n                    <span class='d-inline-flex align-items-center justify-content-center'>\n                        ${getSvgIcon('arrow')}\n                    <\/span>\n                <\/a>\n                -->\n            <\/div>\n        <\/div>\n    `;\n\n        return cardHtml;\n    }\n<\/script>\n\n<section\n    x-data=\"{\n        lastValidIndex: 13,\n        originalPosts: window.encodedPosts,\n        showLoadMoreButton: true,\n        showLoadMoreMobileButton: true,\n        selectedLabel: window.see_all_label || 'SEE ALL',\n        activeType: 'all',\n        currentCategory: 'all',\n        isMenuShowing: false,\n        showMobilePosts: false,\n        isLoading: false,\n        showMorePosts: false,\n        activeFilter: 'all',\n        showMoreCategories: true,\n        maxVisible: 4,\n        currentLanguage: 'en-gb',\n        async search() {\n            this.isLoading = true;\n            const url = new URL(\n                '\/wp-json\/custom\/v1\/posts-by-category',\n                window.location.origin + '\/site'\n            );\n\n            url.searchParams.set('lang', this.currentLanguage);\n            url.searchParams.set('category', this.currentCategory);\n\n            try {\n                const response = await fetch(url.toString());\n                const data = await response.json();\n                this.updateArticles(data);\n                this.isLoading = false;\n            } catch (error) {\n                this.isLoading = false;\n            }\n        },\n        setSelectedLabel(label) {\n            if(!label) {\n                return;\n            }\n\n            this.selectedLabel = label.toUpperCase();\n        },\n        async setActiveType(type = 'all', label = '') {\n            if (type === this.currentCategory) {\n                return;\n            }\n\n            this.setSelectedLabel(label);\n            this.currentCategory = type;\n            this.setMenuVisibleTo(false);\n            if(type == 'all')\n            {\n                this.updateArticles(this.originalPosts);\n                return;\n            }\n\n            await this.search();\n        },\n        handleTopSubmission() {\n            const form = document.querySelector('[data-newsletter-form]');\n            if (form) {\n                form.dispatchEvent(new Event('submit'));\n            }\n        },\n        loadMorePosts() {\n            this.showMorePosts = true;\n        },\n        updateArticles(articles) {\n            this.updateMainArticle(articles[0]);\n            this.updateArticleCards(articles.slice(1));\n        },\n        updateMainArticle(article) {\n            const mainArticleImageContainer = document.getElementById('main-article-image-container');\n            \/\/ data-category\n            mainArticleImageContainer.dataset.category = article.type_label.toUpperCase();\n\n            const mainArticleImage = document.getElementById('main-article-image');\n            mainArticleImage.src = article.image;\n            if(!!mainArticleImageContainer.style.backgroundImage)\n            {\n                mainArticleImageContainer.style.backgroundImage =  `url(${article.image})`;\n            }\n\n            const mainArticleTitle = document.getElementById('main-article-title');\n            mainArticleTitle.href = article.link;\n            mainArticleTitle.textContent = article.title;\n\n            const mainArticleDate = document.getElementById('main-article-date');\n            if(article.related_info.event_date)\n            {\n                mainArticleDate.textContent = article.related_info.event_date;\n            }\n            else\n            {\n                mainArticleDate.textContent = article.related_info.publish_date;\n            }\n\n            const mainArticleContent = document.getElementById('main-article-text-content');\n            mainArticleContent.innerHTML = article.related_info.content;\n\n            const mainArticleCTA = document.getElementById('main-article-cta');\n            mainArticleCTA.href = article.link\n        },\n        updateArticleCards(articles) {\n            \/\/desktop\n            const post_cards = document.querySelectorAll('.desktop [data-card]');\n            const cardMap = Array.from(post_cards).reduce((acc, value) =>\n            {\n                acc[value.dataset.card] = value;\n                return acc;\n            }, {})\n\n            const articleCount = articles.length;\n            const cardCount = Array.from(post_cards).length;\n            let lastValidIndex = 0;\n            for(let i = 0; i < cardCount; i++)\n            {\n                const cardIndex = i + 1;\n                const card = cardMap[cardIndex];\n                const isValidIndex = !isGreaterThan(cardIndex, articleCount);\n                if(isValidIndex)\n                {\n                    lastValidIndex = cardIndex;\n                    card.innerHTML = generateCardForPosts(articles[i]);\n                    if(card.classList.contains('d-none'))\n                    {\n                        card.classList.remove('d-none');\n                    }\n                }\n                else\n                {\n                    card.classList.add('d-none');\n                }\n            }\n\n            this.showLoadMoreButton = 12 < lastValidIndex;\n            \n            \/\/ mobile\n            const mobile_post_cards = document.querySelectorAll('.mobile [data-card]');\n            const mobileCardMap = Array.from(mobile_post_cards).reduce((acc, value) =>\n            {\n                acc[value.dataset.card] = value;\n                return acc;\n            }, {})\n\n            const mobileCardCount = Array.from(mobile_post_cards).length;\n            let lastValidMobileIndex = 0;\n            for(let i = 0; i < mobileCardCount; i++)\n            {\n                const cardIndex = i + 1;\n                const card = mobileCardMap[cardIndex];\n                const isValidIndex = !isGreaterThan(cardIndex, articleCount);\n                if(isValidIndex)\n                {\n                    lastValidMobileIndex = cardIndex;\n                    card.innerHTML = generateCardForPosts(articles[i]);\n                    if(card.classList.contains('d-none'))\n                    {\n                        card.classList.remove('d-none');\n                    }\n                }\n                else\n                {\n                    card.classList.add('d-none');\n            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href=\"\/en-gb\/insights\/blog\/\">\n                            Blog                        <\/a>\n                    <\/button>\n                                                                <button @click=\"activeFilter = '';\" class=\"\">\n                        <a class=\"text-decoration-none\" href=\"\/en-gb\/discover\/white-papers\/\">\n                            White Papers                        <\/a>\n                    <\/button>\n                                                                <button @click=\"activeFilter = '';\" class=\"\">\n                        <a class=\"text-decoration-none\" href=\"\/en-gb\/insights\/series\/\">\n                            Deep Dive Series                        <\/a>\n                    <\/button>\n                                                                <button @click=\"activeFilter = '';\" class=\"\">\n                        <a class=\"text-decoration-none\" href=\"\/en-gb\/insights\/events\/\">\n                            Events                        <\/a>\n                    <\/button>\n                                                                <button @click=\"activeFilter = '';\" class=\"\">\n                        <a class=\"text-decoration-none\" href=\"\/en-gb\/insights\/webinars\/\">\n                            Webinars                        <\/a>\n                    <\/button>\n                                                                <button @click=\"activeFilter = '';\" class=\"\">\n                        <a class=\"text-decoration-none\" href=\"\/en-gb\/insights\/local-search-news\/\">\n                            Local Search News                        <\/a>\n                    <\/button>\n                                                                <button @click=\"activeFilter = '';\" class=\"\">\n                        <a class=\"text-decoration-none\" href=\"\/en-gb\/insights\/podcasts\/\">\n                            Podcasts                        <\/a>\n                    <\/button>\n                                    <\/div>\n    <\/div>\n\n    <div data-role=\"image-title\" style=\"max-width: 1327px;\">\n        <h3 class=\"title\">\n            Featured content        <\/h3>\n    <\/div>\n\n    <div data-role=\"topic-filter-container\" class=\"max-w-1400 pt-0\">\n                    <div data-role=\"topic-filter-search\">\n\n                <label for=\"open-filter-button\">\n                    Filter by topic                <\/label>\n\n                <div class=\"filter-button-row flex-wrap\">\n\n                    <button class=\"topic-button\" :class=\"currentCategory == 'all' ? 'active' : ''\" @click=\"setActiveType('all', 'SEE ALL')\">\n                    All                    <\/button>\n\n                                            <button\n                            data-index=\"0\"\n                            x-transition:enter=\"transition ease-out duration-300\"\n                            x-transition:enter-start=\"opacity-0 transform translate-y-2\"\n                            x-transition:enter-end=\"opacity-100 transform translate-y-0\"\n                            style=\"transition-delay: 0ms;\"\n                            x-show=\"showMoreCategories || 0 < maxVisible\"\n                            class=\"topic-button\"\n                            :class=\"currentCategory == 'paid-media' ? 'active' : ''\"\n                            @click=\"setActiveType('paid-media', 'Paid media')\"\n                            x-show=\"showMoreCategories || index < maxVisible\">\n                            Paid media                        <\/button>\n                                            <button\n                            data-index=\"1\"\n                            x-transition:enter=\"transition ease-out duration-300\"\n                            x-transition:enter-start=\"opacity-0 transform translate-y-2\"\n                            x-transition:enter-end=\"opacity-100 transform translate-y-0\"\n                            style=\"transition-delay: 50ms;\"\n                            x-show=\"showMoreCategories || 1 < maxVisible\"\n                            class=\"topic-button\"\n                            :class=\"currentCategory == 'search-optimization' ? 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7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                June 09, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"4\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #FABFBF; color: #171616\">\n                Whitepaper            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/SEO-vs-AI-Visibility-Quiz-875x438-Blog1-ENG.jpg\" alt=\"SEO vs. AI Visibility Quiz: Diagnose What\u2019s Really Holding Back Performance\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/white-papers\/seo-vs-ai-visibility-quiz-diagnose-whats-really-holding-back-performance\/\">\n                    SEO vs. AI Visibility Quiz: Diagnose What\u2019s Really Holding Back Performance\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                April 14, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"7\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/Temu-Shein-875x438-Blog1-1.jpg\" alt=\"Temu\u00a0and Shein in 2026: How their stop-start spend is reshaping ad auctions (and what media buyers should do)\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/temu-shein-2026-ad-auction-volatility-media-buyers-uk\/\">\n                    Temu\u00a0and Shein in 2026: How their stop-start spend is reshaping ad auctions (and what media buyers should do)\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                March 30, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\">Paid media<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"10\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #C7F2B3; color: #171616\">\n                Event            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/DIY-Event-image-for-the-website.png\" alt=\"DAC at C-Suite DIY, Home &#038; Garden 2026\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/dac-at-c-suite-diy-home-garden-2026\/\">\n                    DAC at C-Suite DIY, Home &#038; Garden 2026                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                March 18, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n\n                <div\n                    class=\"secondary-posts-container\"\n                    x-show=\"showMorePosts\"\n                    x-cloak\n                    x-transition:enter=\"transition ease-out duration-300\"\n                    x-transition:enter-start=\"opacity-0\"\n                    x-transition:enter-end=\"opacity-100\"\n                >\n                    <span data-card=\"13\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/What-multi-location-brands-need-to-know-about-local-service-875x438-Blog1.jpg\" alt=\"What multi-location brands need to know about Local Service Ads\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/what-multi-location-brands-need-to-know-about-local-service-ads\/\">\n                    What multi-location brands need to know about Local Service Ads\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                February 06, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/\">Local Search<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                    <span data-card=\"16\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #EFF9FE; color: #171616\">\n                Podcast            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/ShiftHappens-Episode7-BlogBanner.jpg\" alt=\"The Idea Comes First: How Strong Brands Stay Consistent While Evolving\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/podcasts\/the-idea-comes-first-strong-brands-evolve\/\">\n                    The Idea Comes First: How Strong Brands Stay Consistent While Evolving                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                March 02, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                <\/div>\n            <\/div>\n\n            <div class=\"desktop d-none d-lg-flex flex-lg-column content-column\">\n                <span data-card=\"2\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg\" alt=\"The YouTube Content Shift Brands Can\u2019t Ignore\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/youtube-content-shift-brands-cant-ignore\/\">\n                    The YouTube Content Shift Brands Can\u2019t Ignore                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                May 06, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\">Paid media<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"5\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #C7F2B3; color: #171616\">\n                Event            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Richomond-Event-image-for-the-website.png\" alt=\"DAC at the Richmond Retail Forum 2026\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/dac-at-richmond-retail-forum-2026\/\">\n                    DAC at the Richmond Retail Forum 2026                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                April 14, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n\n\n                <div data-role=\"hub-filter-email-role\">\n                    <div class=\"d-flex flex-column text-content\">\n                        <h3 class=\"mb-0\">\n                            Stay Forward                        <\/h3>\n                        <p class=\"subtitle mb-0\">\n                            Get exclusive 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color: #171616\">\n                Webinar            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/SEJ-Webinar-875x438-Blog1.jpg\" alt=\"Don\u2019t Go Chasing AI Yet: A Framework for Prioritising\u00a0SEO vs. AI Search\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/webinars\/dont-go-chasing-ai-yet-a-framework-for-prioritising-seo-vs-ai-search\/\">\n                    Don\u2019t Go Chasing AI Yet: A Framework for Prioritising\u00a0SEO vs. AI Search                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                March 25, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"11\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/Execution-to-Orchestration-875x438-Blog1.jpg\" alt=\"From execution to orchestration: How to leverage generative AI without losing control\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/from-execution-to-orchestration-generative-ai-marketing-control\/\">\n                    From execution to orchestration: How to leverage generative AI without losing control                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                March 12, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/\">Strategy<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n\n                <div\n                    x-show=\"showMorePosts\"\n                    x-cloak\n                    x-transition:enter=\"transition ease-out duration-300\"\n                    x-transition:enter-start=\"opacity-0\"\n                    x-transition:enter-end=\"opacity-100\"\n                    class=\"secondary-posts-container\">\n                    <span data-card=\"14\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #C7F2B3; color: #171616\">\n                Event            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/Event-image-for-the-website-1.png\" alt=\"Winter Digital Marketing Summit 2026\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/winter-digital-marketing-summit-2026\/\">\n                    Winter Digital Marketing Summit 2026                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                February 05, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                    <span data-card=\"17\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #EFF9FE; color: #171616\">\n                Podcast            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/ShiftHappens-Episode5-BlogBanner.jpg\" alt=\"Agility Under Pressure: Rethinking Media Planning\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/podcasts\/agility-under-pressure-rethinking-media-planning\/\">\n                    Agility Under Pressure: Rethinking Media Planning                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                February 02, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                <\/div>\n            <\/div>\n\n            <div class=\"desktop d-none d-lg-flex flex-lg-column content-column\">\n                <span data-card=\"3\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/Agentic-AI-Impact-on-Search-and-Media-875x438-Blog1.jpg\" alt=\"Agentic AI is coming for search. Paid media is next.\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/agentic-ai-is-coming-for-search-paid-media-is-next\/\">\n                    Agentic AI is coming for search. Paid media is next.\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                April 15, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\">Paid media<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"6\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/2026-FIFA-World-Cup-875x438-Blog1.jpg\" alt=\"How the FIFA World Cup can help brands make meaningful connections\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/how-the-fifa-world-cup-can-help-brands-make-meaningful-connections\/\">\n                    How the FIFA World Cup can help brands make meaningful connections                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                April 02, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\">Paid media<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"9\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #C7F2B3; color: #171616\">\n                Event            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/Event-image-for-the-website-3.png\" alt=\"Performance Marketing Unlocked\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/performance-marketing-unlocked-2026\/\">\n                    Performance Marketing Unlocked                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                March 18, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"12\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/ChatGPT-ads-are-official-875x438-Blog1.jpg\" alt=\"ChatGPT\u00a0ads\u00a0are\u00a0here: Opportunity,\u00a0open\u00a0questions, and\u00a0what\u00a0brands\u00a0should\u00a0do\u00a0now\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/chatgpt-ads-what-brands-need-to-know\/\">\n                    ChatGPT\u00a0ads\u00a0are\u00a0here: Opportunity,\u00a0open\u00a0questions, and\u00a0what\u00a0brands\u00a0should\u00a0do\u00a0now\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                February 23, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\">Paid media<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n\n                <div\n                    x-show=\"showMorePosts\"\n                    x-cloak\n                    x-transition:enter=\"transition ease-out duration-300\"\n                    x-transition:enter-start=\"opacity-0\"\n                    x-transition:enter-end=\"opacity-100\"\n                    class=\"secondary-posts-container\">\n\n                    <span data-card=\"15\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Brdiging-brand-and-performance-media-875x438-Blog1-1.jpg\" alt=\"Bridging Brand and Performance Media: Shifting Up-Funnel for Measurable, Enduring Growth\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/bridging-brand-and-performance-media\/\">\n                    Bridging Brand and Performance Media: Shifting Up-Funnel for Measurable, Enduring Growth                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                February 03, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\">Paid media<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                    <span data-card=\"18\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #FCD48D; color: #171616\">\n                Webinar            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/JanuarySEOWebinar-CategoryCard1-1.jpg\" alt=\"SEO success looks different now: How to adapt your SEO strategy for AI-driven search\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/webinars\/seo-success-looks-different-now-how-to-adapt-your-seo-strategy-for-ai-driven-search\/\">\n                    SEO success looks different now: How to adapt your SEO strategy for AI-driven search                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                January 28, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                <\/div>\n            <\/div>\n            <!-- DESKTOP POSTS END-->\n\n            <!-- MOBILE POSTS START-->\n            <div class=\"d-lg-none d-flex flex-column content-column mobile\">\n                                    <span data-card=\"1\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #C7F2B3; color: #171616\">\n                Event            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Shoptalk-Event-image-for-the-website-1.png\" alt=\"DAC at Shoptalk Europe 2026\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/dac-at-shoptalk-europe-2026\/\">\n                    DAC at Shoptalk Europe 2026                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                June 09, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                                    <span data-card=\"2\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg\" alt=\"The YouTube Content Shift Brands Can\u2019t Ignore\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/youtube-content-shift-brands-cant-ignore\/\">\n                    The YouTube Content Shift Brands Can\u2019t Ignore                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                May 06, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\">Paid media<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                                    <span data-card=\"3\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/Agentic-AI-Impact-on-Search-and-Media-875x438-Blog1.jpg\" alt=\"Agentic AI is coming for search. Paid media is next.\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/agentic-ai-is-coming-for-search-paid-media-is-next\/\">\n                    Agentic AI is coming for search. Paid media is next.\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                April 15, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\">Paid media<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                                    <span data-card=\"4\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #FABFBF; color: #171616\">\n                Whitepaper            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/SEO-vs-AI-Visibility-Quiz-875x438-Blog1-ENG.jpg\" alt=\"SEO vs. AI Visibility Quiz: Diagnose What\u2019s Really Holding Back Performance\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/white-papers\/seo-vs-ai-visibility-quiz-diagnose-whats-really-holding-back-performance\/\">\n                    SEO vs. AI Visibility Quiz: Diagnose What\u2019s Really Holding Back Performance\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                April 14, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                                    <span data-card=\"5\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #C7F2B3; color: #171616\">\n                Event            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Richomond-Event-image-for-the-website.png\" alt=\"DAC at the Richmond Retail Forum 2026\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/dac-at-richmond-retail-forum-2026\/\">\n                    DAC at the Richmond Retail Forum 2026                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                April 14, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                \n                <div class=\"d-flex justify-content-center show-more-container\" x-show=\"window.and(!showMobilePosts, showLoadMoreButton)\">\n                    <button\n                        x-show=\"window.and(!showMobilePosts, showLoadMoreMobileButton)\"\n                        x-on:click=\"showMobilePosts = true\"\n                        class=\"show-more-posts-button\">\n                        Load more insights                    <\/button>\n                <\/div>\n\n                <div class=\"secondary-posts-container\" x-cloak x-show=\"showMobilePosts\">\n                                            <span data-card=\"6\">\n                                    <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/2026-FIFA-World-Cup-875x438-Blog1.jpg\" alt=\"How the FIFA World Cup can help brands make meaningful connections\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/how-the-fifa-world-cup-can-help-brands-make-meaningful-connections\/\">\n                    How the FIFA World Cup can help brands make meaningful connections                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                April 02, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\">Paid media<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                            <\/span>\n                                            <span data-card=\"7\">\n                                    <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/Temu-Shein-875x438-Blog1-1.jpg\" alt=\"Temu\u00a0and Shein in 2026: How their stop-start spend is reshaping ad auctions (and what media buyers should do)\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/temu-shein-2026-ad-auction-volatility-media-buyers-uk\/\">\n                    Temu\u00a0and Shein in 2026: How their stop-start spend is reshaping ad auctions (and what media buyers should do)\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                March 30, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/\">Paid media<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                            <\/span>\n                                            <span data-card=\"8\">\n                                    <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #FCD48D; color: #171616\">\n                Webinar            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/SEJ-Webinar-875x438-Blog1.jpg\" alt=\"Don\u2019t Go Chasing AI Yet: A Framework for Prioritising\u00a0SEO vs. AI Search\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/webinars\/dont-go-chasing-ai-yet-a-framework-for-prioritising-seo-vs-ai-search\/\">\n                    Don\u2019t Go Chasing AI Yet: A Framework for Prioritising\u00a0SEO vs. AI Search                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                March 25, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                            <\/span>\n                                            <span data-card=\"9\">\n                                    <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #C7F2B3; color: #171616\">\n                Event            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/Event-image-for-the-website-3.png\" alt=\"Performance Marketing Unlocked\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/performance-marketing-unlocked-2026\/\">\n                    Performance Marketing Unlocked                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                March 18, 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                            <\/span>\n                                    <\/div>\n            <\/div>\n            <!-- MOBILE POSTS END-->\n        <\/div>\n    <\/div>\n\n    <div class=\"justify-content-center align-items-center d-none d-lg-flex\" style=\"max-width: 1327px; min-height: 141px;\">\n        <button data-role=\"show-more-posts-button\" x-show=\"window.and(!showMorePosts, showLoadMoreButton)\" @click=\"loadMorePosts()\">\n            Load more insights        <\/button>\n    <\/div>\n<\/section>\n\n<section class=\"recent-post webinar\" data-post-type=\"post\">\n    <div class=\"container max-1448 padding60\">\n        <div class=\"card-title\" style=\"background-color: #f2f2f2\">\n            <div class=\"text-content\">\n                                    <h2>The DAC Blog<\/h2>\n                \n                                    <p>Explore insights and solutions to drive your marketing forward.<\/p>\n                            <\/div>\n            \n                    \n<div class=\"  \">\n\n        <a href=\"\/en-gb\/insights\/blog\" class=\"btn_primary-filled_white_arrow\" >\n    \n        <div>Discover all blogs<\/div>\n\n        \n            \n            <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-3\">\n            <!-- Recent Webinar -->\n                                                    <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #363534\">\n                                    <span class=\"d-inline-block\" style=\"color: #ffffff\">Blog<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/youtube-content-shift-brands-cant-ignore\/\">The YouTube Content Shift Brands Can\u2019t Ignore<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                May 6, 2026                                            <\/div>\n                                                                                                                            <div class=\"post-author\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                                        <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>Vincent DeLuca                                            <\/div>\n                                                                                                                    <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #363534\">\n                                    <span class=\"d-inline-block\" style=\"color: #ffffff\">Blog<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/Agentic-AI-Impact-on-Search-and-Media-875x438-Blog1.jpg\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/agentic-ai-is-coming-for-search-paid-media-is-next\/\">Agentic AI is coming for search. Paid media is next.\u00a0<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                April 15, 2026                                            <\/div>\n                                                                                                                            <div class=\"post-author\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                                        <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>Jenna Watson                                            <\/div>\n                                                                                                                    <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #363534\">\n                                    <span class=\"d-inline-block\" style=\"color: #ffffff\">Blog<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/2026-FIFA-World-Cup-875x438-Blog1.jpg\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/how-the-fifa-world-cup-can-help-brands-make-meaningful-connections\/\">How the FIFA World Cup can help brands make meaningful connections<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                April 2, 2026                                            <\/div>\n                                                                                                                            <div class=\"post-author\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                                        <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>Victoria Khinevich                                            <\/div>\n                                                                                                                    <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <!-- Recent Webinar end -->\n        <\/div>\n    <\/div>\n<\/section>\n\n<section class=\"recent-post webinar\" data-post-type=\"whitepapers\">\n    <div class=\"container max-1448 padding60\">\n        <div class=\"card-title\" style=\"background-color: #fabfbf\">\n            <div class=\"text-content\">\n                                    <h2>White Papers<\/h2>\n                \n                                    <p>Access thought leadership to inform and empower your decisions.<\/p>\n                            <\/div>\n            \n                    \n<div class=\"  \">\n\n        <a href=\"\/en-gb\/discover\/white-papers\/\" class=\"btn_primary-filled_white_arrow\" >\n    \n        <div>Read more white papers<\/div>\n\n        \n            \n            <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-2\">\n            <!-- Recent Webinar -->\n                                                <article class=\"insight-item\">\n                                                    <div class=\"title-row\" style=\"background-color: #fabfbf\">\n                                <span class=\"d-inline-block\" style=\"color: #171616\">whitepapers<\/span>\n                            <\/div>\n                        \n                                                    <div class=\"image-container\">\n                                <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/04\/DAC-Thumbnail-Size-2-3.png\" alt=\"\" \/>\n                            <\/div>\n                        \n                        <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                            <div class=\"pre-button-content\">\n                                <a href=\"https:\/\/info.dacgroup.com\/en-gb\/mmm-whitepaper\">Breaking down the myths of marketing mix modeling<\/a>\n                                <div class=\"aditional-info\">\n                                                                    <\/div>\n                            <\/div>\n\n                                                    <\/div>\n                    <\/article>\n\n                                    <article class=\"insight-item\">\n                                                    <div class=\"title-row\" style=\"background-color: #fabfbf\">\n                                <span class=\"d-inline-block\" style=\"color: #171616\">whitepapers<\/span>\n                            <\/div>\n                        \n                                                    <div class=\"image-container\">\n                                <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/04\/predictions-thumb-1.jpg\" alt=\"Woman smiling and looking at her smartphone in a bustling indoor market.\" \/>\n                            <\/div>\n                        \n                        <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                            <div class=\"pre-button-content\">\n                                <a href=\"https:\/\/info.dacgroup.com\/digital-marketing-trends-2022-uk\">Digital marketing in 2022<\/a>\n                                <div class=\"aditional-info\">\n                                                                    <\/div>\n                            <\/div>\n\n                                                    <\/div>\n                    <\/article>\n\n                                        <!-- Recent Webinar end -->\n        <\/div>\n    <\/div>\n<\/section>\n\n<section class=\"recent-post webinar\" data-post-type=\"podcasts\">\n    <div class=\"container max-1448 padding60\">\n        <div class=\"card-title\" style=\"background-color: #eff9fe\">\n            <div class=\"text-content\">\n                                    <h2>Podcasts<\/h2>\n                \n                                    <p>Tune in to our podcasts for fresh insights and expert perspectives.<\/p>\n                            <\/div>\n            \n                    \n<div class=\"  \">\n\n        <a href=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/\" class=\"btn_primary-filled_white_arrow\" >\n    \n        <div>Discover all Episodes<\/div>\n\n        \n            \n            <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-3\">\n            <!-- Recent Webinar -->\n                                                    <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #eff9fe\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">podcasts<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/ShiftHappens-Episode12-BlogImage2-1.jpg\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/podcasts\/what-sej-is-hearing-from-search-marketers-right-now\/\">What SEJ Is Hearing from Search Marketers Right Now<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                May 11, 2026                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #eff9fe\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">podcasts<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/ShiftHappens-Episode11-BlogBanner.jpg\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/podcasts\/agentic-shift-ai-from-assisting-to-acting\/\">The Agentic Shift: When AI Stops Assisting and Starts Acting<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                April 28, 2026                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #eff9fe\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">podcasts<\/span>\n                                <\/div>\n                            \n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/podcasts\/social-new-role-brand-discovery-to-loyalty\/\">Social\u2019s New Job: From Brand Discovery to Loyalty<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                April 13, 2026                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <!-- Recent Webinar end -->\n        <\/div>\n    <\/div>\n<\/section>\n\n<section class=\"recent-post webinar\" data-post-type=\"webinars\">\n    <div class=\"container max-1448 padding60\">\n        <div class=\"card-title\" style=\"background-color: #fcd48d\">\n            <div class=\"text-content\">\n                                    <h2>Webinars<\/h2>\n                \n                                    <p>Learn from expert-led sessions that spark ideas and deliver results. <\/p>\n                            <\/div>\n            \n                    \n<div class=\"  \">\n\n        <a href=\"\/en-gb\/insights\/webinars\" class=\"btn_primary-filled_white_arrow\" >\n    \n        <div>Discover all webinars<\/div>\n\n        \n            \n            <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-3\">\n            <!-- Recent Webinar -->\n                                                    <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #fcd48d\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">Webinars<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/SEJ-Webinar-875x438-Blog1.jpg\" alt=\"Webinar- Don&#039;t go chasing AI yet\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                    <span class=\"badge\">watch on-demand<\/span>\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/webinars\/dont-go-chasing-ai-yet-a-framework-for-prioritising-seo-vs-ai-search\/\">Don\u2019t Go Chasing AI Yet: A Framework for Prioritising SEO vs. AI Search<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                Wednesday, March 25                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #fcd48d\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">Webinars<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/JanuarySEOWebinar-CategoryCard1-1.jpg\" alt=\"SEO for AI search webinar\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                    <span class=\"badge\">watch on-demand<\/span>\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/webinars\/seo-success-looks-different-now-how-to-adapt-your-seo-strategy-for-ai-driven-search\/\">SEO success looks different now: How to adapt your SEO strategy for AI-driven search<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                Wednesday, Jan 28                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #fcd48d\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">Webinars<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/09\/Untitled-design-8.jpg\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                    <span class=\"badge\">watch on-demand<\/span>\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/webinars\/ai-is-rewriting-local-search-how-multi-location-brands-can-win-now\/\">AI is Rewriting Local Search: How Multi-Location Brands Can Win Now<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                Wednesday, September 24                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <!-- Recent Webinar end -->\n        <\/div>\n    <\/div>\n<\/section>\n\n<section class=\"recent-post webinar\" data-post-type=\"events\">\n    <div class=\"container max-1448 padding60\">\n        <div class=\"card-title\" style=\"background-color: #c7f2b3\">\n            <div class=\"text-content\">\n                                    <h2>Events<\/h2>\n                \n                                    <p>Connect, learn, and grow with industry-leading events. <\/p>\n                            <\/div>\n            \n                    \n<div class=\"  \">\n\n        <a href=\"\/en-gb\/insights\/events\" class=\"btn_primary-filled_white_arrow\" >\n    \n        <div>Discover all events<\/div>\n\n        \n            \n            <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-3\">\n            <!-- Recent Webinar -->\n                                                    <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #c7f2b3\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">Events<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Shoptalk-Event-image-for-the-website-1.png\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                    <span class=\"badge\">Upcoming<\/span>\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/dac-at-shoptalk-europe-2026\/\">DAC at Shoptalk Europe 2026<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                9\u201311 June 2026                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #c7f2b3\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">Events<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Richomond-Event-image-for-the-website.png\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                    <span class=\"badge\">watch on-demand<\/span>\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/dac-at-richmond-retail-forum-2026\/\">DAC at the Richmond Retail Forum 2026<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                14 April 2026                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #c7f2b3\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">Events<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/Event-image-for-the-website-2.png\" alt=\"Aerial view of London with the River Thames, featuring Tower Bridge and surrounding buildings.\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                    <span class=\"badge\">watch on-demand<\/span>\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/events\/performance-marketing-unlocked-2026\/\">Performance Marketing Unlocked<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                3-4, March 2026                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <!-- Recent Webinar end -->\n        <\/div>\n    <\/div>\n<\/section>\n\n<section class=\"recent-post webinar\" data-post-type=\"series\">\n    <div class=\"container max-1448 padding60\">\n        <div class=\"card-title\" style=\"background-color: #acd8f3\">\n            <div class=\"text-content\">\n                                    <h2>Deep Dive Series<\/h2>\n                \n                                    <p>Watch expert strategies designed to inspire your next move. <\/p>\n                            <\/div>\n            \n                    \n<div class=\"  \">\n\n        <a href=\"\/en-gb\/insights\/series\" class=\"btn_primary-filled_white_arrow\" >\n    \n        <div>Explore more series<\/div>\n\n        \n            \n            <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-3\">\n            <!-- Recent Webinar -->\n                                                    <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #acd8f3\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">series<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/11\/MediaForwardSeries-Hero1-1.png\" alt=\"DAC Media Forward Series\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/series\/the-media-forward-series\/\">The Media Forward Series<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                November 14, 2025                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #acd8f3\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">series<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/07\/DAC-Local-Blindspot-Quiz.jpg\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/series\/the-local-blind-spot-is-ai-costing-you-customers\/\">The Local Blind Spot: Is AI Costing You Customers?\u00a0<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                July 4, 2025                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #acd8f3\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">series<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/01\/FutureForward-LP-Graphic1-1.png\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/series\/2025predictions\/\">2025 Predictions<\/a>\n                                    <div class=\"aditional-info\">\n                                                                                    <div class=\"post-date\">\n                                                <span class=\"d-inline-block\">\n                                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                        <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                    <\/svg>\n                                                <\/span>\n                                                January 13, 2025                                            <\/div>\n                                                                                                                                                            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14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-3\">\n            <!-- Recent Webinar -->\n                                                <article class=\"insight-item\">\n                        \n                        \n                        <div class=\"content-holder\" style=\"background-color: #FFFFFF\">\n                            <div class=\"pre-button-content\">\n                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/local-search-news\/apple-allows-some-iphone-users-to-set-google-maps-as-their-default-navigation-app\/\">Apple allows some iPhone users to set Google Maps as their default navigation app<\/a>\n                                <div class=\"aditional-info\">\n                                                                            <div class=\"post-date\">\n                                            <span class=\"d-inline-block\">\n                                                <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                    <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                <\/svg>\n                                            <\/span>\n                                            March 31, 2025                                        <\/div>\n                                                                    <\/div>\n                            <\/div>\n\n                                                    <\/div>\n                    <\/article>\n\n                                    <article class=\"insight-item\">\n                        \n                        \n                        <div class=\"content-holder\" style=\"background-color: #FFFFFF\">\n                            <div class=\"pre-button-content\">\n                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/local-search-news\/google-ai-overviews-come-to-circle-to-search\/\">Google AI Overviews Come to Circle to Search<\/a>\n                                <div class=\"aditional-info\">\n                                                                            <div class=\"post-date\">\n                                            <span class=\"d-inline-block\">\n                                                <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                    <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                <\/svg>\n                                            <\/span>\n                                            February 4, 2025                                        <\/div>\n                                                                    <\/div>\n                            <\/div>\n\n                                                    <\/div>\n                    <\/article>\n\n                                    <article class=\"insight-item\">\n                        \n                        \n                        <div class=\"content-holder\" style=\"background-color: #FFFFFF\">\n                            <div class=\"pre-button-content\">\n                                <a href=\"https:\/\/www.dacgroup.com\/en-gb\/local-search-news\/google-expands-ai-integration-with-ask-maps-for-qa\/\">Google Expands AI Integration with \u201cAsk Maps\u201d for Q&amp;A<\/a>\n                                <div class=\"aditional-info\">\n                                                                            <div class=\"post-date\">\n                                            <span class=\"d-inline-block\">\n                                                <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                                    <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                                <\/svg>\n                                            <\/span>\n                                            February 4, 2025                                        <\/div>\n                                                                    <\/div>\n                            <\/div>\n\n                                                    <\/div>\n     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