AVE is dead. What replaced it is a portfolio — Barcelona Principles 4.0 outputs-outtakes-outcomes-impact, share of voice, share of search, AI Citation Share, pipeline attribution. The comms leaders getting board traction are the ones who combine them well.
MMM, MTA, incrementality, clean rooms, walled-garden self-reporting. The single-source-of-truth measurement era is over. Here's how 2026 brand teams are managing the portfolio.
B2B marketing pillar — the structural shifts (MQL is a lie, dark funnel, AI Citation Share), attribution and measurement, demand creation versus demand generation, the 2026 operating model, and why B2B compounds inside AI engines.
Dark social is the largest unmeasured channel in B2B pipeline. Slack DMs, LinkedIn shares between buyers, podcast recommendations, peer text threads. The buying conversation happens where attribution can't follow.
AdTech buyers research vendors inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews. Why adtech is especially exposed to AI intermediation, what's actually changing in adtech PR, and the new playbook.
Cross-platform media measurement in 2026. Nielsen, Comscore, Kantar, iSpot, Innovid, The Trade Desk, retail media, AI engine Citation Share. The integrated dashboard.