The best way to keep a pulse on a B2B business is to hit the road and spend extended periods of time with customers and GTM teams in the field. For three weeks in July, I got to do exactly that - starting with customer visits in EMEA, hosting more customers and partners at the iconic Formula 1 Grand Prix in Silverstone and sprinting back to Chicago for our annual Revenue Kick-Off (RKO). My take-aways: - Atlassian's System of Work is landing. Every customer pain point I heard around collaboration, visibility, and speed is something we’re actively solving—through our apps, AI agents, and collections. - Customers are eager to apply AI across the entire software development lifecycle, not just while coding. The beta of Rovo Dev CLI and Rovo Dev Agents is already gaining traction very quickly. - Knowledge discovery is a major drag on team velocity. The problem isn’t having too many knowledge sources—it’s connecting them in a relevant, seamless way. Rovo Search and Rovo Chat are built to fix this. - Large enterprises need better portfolio and workforce visibility. Leaders want clarity on alignment of work and people against priorities. Atlassian’s Strategy Collection is in the market to close that gap fast.- Spending time with our Sales & Success teams at RKO was the best. The event was buzzing with energy, ambition, and focus under the leadership of Brian Duffy

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Today at DMEXCO - Digital Marketing Expo & Conference, we announced a major milestone: PayPal Offsite Ads is expanding to Germany and the UK.This represents more than geographic growth - it's about bringing our unique approach to European brands and merchants who are navigating an increasingly complex advertising landscape.With Offsite Ads, brands can reach highly relevant audiences across the open web, powered by real purchase data from PayPal's transaction graph. What makes this different is that we enable:Actual cross-merchant consumer purchasing insights, not just clicks or impressionsA privacy-first infrastructure built for today's consumer expectations, andClosed-loop measurement that reflects true business outcomes.This launch brings us closer to our vision of a more commerce-driven advertising ecosystem, where personalization, trust, and measurable impact work together.The conversation with Digiday’s James Cooper reinforced something we see every day: the era of the empowered shopper demands advertising solutions built on real commerce data.Excited to see how European brands use these capabilities, read more about PayPal Offsite Ads for Germany and the UK here:

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Contextual Advertising (300 billion media vertical) is poised for significant growth as Seedtag advances our platform, introducing Neuro-Contextual capabilities to the market. This enables brands to match Interest (understanding), Emotion (resonance), and Intent (prediction) with privacy-first, brand-safe environments. Elena Gómez Fidalgo sums it up nicely: “This shift allows us to dynamically create custom audiences, adapt campaigns across the full marketing funnel, and provide deeper insights that connect awareness to action, which previous contextual approaches couldn’t deliver.”#Seedtag #Liz #Nuero-Contextual

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Don’t reinvent the wheel 🛞 Excited to share the latest episode of Meta Performance Talks, a series where we chat with inspiring marketing leaders about strategy, performance and industry trends. In this episode I sat down with Ruth Stubbs, Wavemaker CEO EMEA.  Here are some key takeaways:✅ Don’t reinvent the wheel - focus on proven tactics that already work.✅ Use AI to scale smarter - leverage automation and insights to make every dollar work harder.✅ Growth might feel uncomfortable - but with the right tools, it’s entirely possible, even on a tight budget.#marketingstrategy #performancemarketing #digitalgrowth #AI

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Retail Media’s Top Challenges according to BCG, Deloitte, Skai, IAB and others.🤯  So many surveys, each highlighting different challenges shaped by who’s asking and whose interests are at play. 🤔 I compiled a meta-analysis of what brands and retailers are really struggling with across reports from Boston Consulting Group (BCG) (Lauren Wiener, Leora Kelman, Khaled Tawfik, Henry Leon, Daniel Gospodinov), Deloitte, Skai (Nich Weinheimer, Gil Sadeh, Michelle Urwin, Cyndi Loza), IAB Europe (Collin Colburn, Lauren Wakefield), Association of National Advertisers (Bill Duggan), and dentsu (Alexandra Kirby, Sujata Dwibedy, Courtney Baldetti (Russell) . One of my key tasks at Pentaleap is listening, and behind closed doors retailers are telling me what really keeps them up at night. One point stands out above the rest: The Trade Trap. 🪤 Retailers must find a way to acquire media budgets, not just trade. And there are only two ways to do that:1️⃣ Limit the pain of advertising inside a walled garden with limited scale → offer a true full-funnel approach (see what our partner Vantage delivers and have a chat with Drew Cashmore).2️⃣ Access budgets already flowing to big ad tech platforms → use Pentaleap to connect Search & Programmatic and start tiering down those walls. Retailers need to do both. 👉 How do you see RMNs breaking out of the Trade Trap?

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The next wave of enterprise transformation won’t come from automation—it will come from autonomy.Wyser’s AgentikX is setting the stage for it. This is India’s first dedicated investment initiative backing startups building agentic AI—systems that don’t just assist humans but act, adapt, and drive outcomes on their own.With a hands-on Primer, direct enterprise access, and a clear path to seed funding, AgentikX is a rare platform designed for founders building long-term, enterprise-grade innovation. Not just AI tools—but agentic infrastructure for the future of work.🔗 Full coverage via The Print: https://lnkd.in/er-Ja5QUWYSER - Pioneering Agentic AI Venture fund#AgentikX #WyserVC #AgenticAI #EnterpriseAI #StartupIndia #AIStartups #AutonomousAI #VCIndia #DeepTech #BuildInIndia #EnterpriseB2B

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OpenAI has just launched Instant Checkout in ChatGPT, starting with Etsy and soon expanding to Shopify.This is more than just a new sales channel: it’s the beginning of Agentic Commerce, where AI agents don’t just recommend products — they complete the transaction for you.The implications?·       A new way of buying, without ever leaving the conversation.·       A shift in customer journeys, with discovery and checkout collapsing into a single interaction.·       New opportunities (and challenges) for every company selling online.This could fundamentally reshape competition, customer relationships, and the role of platforms in e-commerce.A space every company should start watching closely.#AI #Ecommerce #AgenticCommerce #DigitalTransformation #EnablingEvolutionhttps://lnkd.in/dYNzeYKx

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🤖 AI is fundamentally changing the digital advertising landscape—and it’s not just about efficiency. It's about empowering our teams to think bigger and focus on a multiplier effect, and that's what we do in Google Customer Solutions everyday!In my recent Forbes article, I break down three ways AI is making this shift a reality, from acting as a proactive teammate to enabling global scaling, which is what we do best at Google. 🚀 Check it out - if you're in marketing or ad ops, this is a must-read and I'd love to know your thoughts in the comments!  https://lnkd.in/gU7bs4u7

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THE ABSURDITY OF DOOH UNDERVALUATIONIt is absurd that Taboola units—a content feed at the bottom of articles—attract billions in spend……while a 100-inch 4K screen in a high-rise lobby or a transit hub struggles to capture digital budget share.The mismatch isn’t about reach or impact.It’s about plumbing, measurement, and buying norms.And here’s the kicker: instead of focusing all our energy on solving those problems, our industry often gets bogged down in the wrong debates.We waste cycles arguing over the definition of an urban panel, or lobbying against innovative companies deploying outdoor-facing window screens.Meanwhile, digital budgets continue to flow elsewhere.If we want DOOH to live where it truly belongs—firmly in the digital world—we need to shift the conversation. Less energy on internal battles. More energy on solving for pipes, measurement, and accessibility.That’s how we unlock DOOH’s rightful share of programmatic dollars.

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Raj De Datta has been pretty good at predicting things and that's why Bloomreach has survived multiple lives and as technologies and consumers change - Bloomreach changes. The mission remains making digital experiences personal and exceptional but how we do that changes regularly. At Edge Summit, Raj announced that the website was dead. He said the disintermediation of the consumer relationship has begun. And with OpenAI releasing the Agentic Commerce Protocol, I think we're seeing that become closer to reality. So what can you do about it? Here were my takeaways from Edge:1 - You have to REIMAGINE your customer experience NOW. Don't wait for the revolution, be part of it.2 - You have to REINVENT your company NOW. The days of change management are gone - change is constant and you need to build a company that can withstand it.3 - You have to RETRAIN yourself and your teams NOW. The best way to do that is to get into the tech but technology is NOT the answer, having a vision for how to implement it in a way that gives you an advantage is.What you can't do is RELAX, RETREAT OR REVERSE because this train has left the station and it's our job as leaders and team members to find the new ways to create value for our businesses and communities. For REAL. Too many "REs"?https://lnkd.in/eacUMJuD

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I continue to reflect on the truly exceptional conversation at the #ForbesCMO summit, always expertly curated and hosted by Seth Matlins. Insightful summaries have already been generously offered here by wonderful members of the community like Tesa Aragones, Soyoung Kang, Lindsey Slaby, Michelle Wong, and Pranav Yadav. But of the many worthy topics raised, I am still thinking about the almost existential debate around creativity in a world of AI disruption. To that end, I wanted to offer a few additional thoughts as we continue to contemplate the what matters most to the future of #marketing:*Avoid false dichotomies. Instead of thinking about creativity vs. AI, we benefit from thinking about how creativity and AI work together to drive the craft to be better and generate stronger business outcomes. In general, choices are not binary on many fronts. As we design the future, it must be specific to the situation.*Creativity is not monolithic. Different content types and workflows lend themselves differentially to the opportunity around AI disruption. The best place to scale AI success is by leaning into content types and creative workflows that can and should be easier and/or better in a world of AI. There are other parts of the creative equation which (for now) are not as well served at scale by AI (even if we can already see impressive glimpses of the future). *Context matters for the "creatives" conversation. The creative empowerment and democratization AI offers has totally different meaning in the context of individual creative consumers, creators/influencers, marketers of smaller enterprises, and professional creatives stewarding the world's largest brands.Curious to hear more? I recently joined Patricia Sabga with her AI co-host GENE for an episode of #ImagineThis... to talk about how AI is changing the role of the #CMO. You can find the #podcast which was released today on Apple, Spotify or YouTube here: https://lnkd.in/eVdb9bBy

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How will data collaboration unlock the next wave of commerce media innovation?🛒 #Commerce intermediaries bring cross-merchant scale and multi-category insight, #RetailMedia networks deliver unmatched in-store context, deep loyalty data, and SKU precision, #financial networks offer spend visibility across retailers, and #travel networks capture rare high-intent moments. Future entrants like telcos, streaming, or health could shift the competitive balance.📏 The market is converging toward models that combine exclusive in-store and loyalty depth with cross-merchant reach and competitive benchmarks. Power will concentrate with whoever becomes the universal source of verified purchase outcomes, setting pricing, attribution standards, and budget flows.📊 The credibility gap in ROAS is widening. The advantage will go to those who integrate multiple #data sources into transparent, multi-touch incrementality models that capture halo effects across retailers and channels, and prove incremental impact.🧪 Winning #measurement requires robust test design, synthetic controls, and the ability to reconcile data across disparate identity systems. Players that can deliver precise incrementality measurement at scale will set the operational standard for the industry.🤝 Alliances are moving from opportunistic to structural. The winners will design asymmetric partnerships that extend reach or verification without eroding their unique depth, ensuring they remain indispensable in a converging ecosystem.Read more at EMARKETERhttps://lnkd.in/eK9kWPjG

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