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The MMA Webinar series is designed to help build modern marketing capabilities for marketers by providing information in clear and concise sessions developed to inform and inspire.
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How to Scale Creative Intelligence

How to Scale Creative Intelligence

Oct 7, 2026 · Global

Targeting, bidding, and budgeting are measured on every media dashboard in the business. Creative is not, even though MAGNA Media Trials and Yahoo! found in 2023 that creative quality accounts for 56% of campaign impact, compared with 44% for media placement.  

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Kay Vizon Anne DiFilippo Alex Collmer Vassilis Bakopoulos
Does your data structure determine your AI visibility?

Does your data structure determine your AI visibility?

Oct 8, 2026 · Global

AI systems need to retrieve, interpret, and synthesize brand information before they can recommend it. That makes content structure, metadata, schema, source clarity, and answer-ready pages more strategic than they may have been in traditional SEO alone. The debate is whether AI visibility is mostly a content problem, a technical data problem, or a broader organizational readiness problem.

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Dr. Michael Pettiette Evan Bailyn Andrew Warden
State of Agentic Deployment in Marketing

State of Agentic Deployment in Marketing

Oct 28, 2026 · Global

New research from Marketing + Media Alliance (MMA) and Monks maps where agentic AI actually runs inside 100 large marketing organizations, what is blocking scale, and how the 31% who are hands-on operate differently.

That gap between vision and deployment in agentic AI is the subject of this session.

Marketing + Media Alliance (MMA), with Monks, surveyed 100 senior marketers, roughly 9 in 10 of them Director level or above and more than 80% at companies reporting $1B or more in revenue.

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Vassilis Bakopoulos Wesley ter Haar Sarah Warzecha +2
How do you actually measure the ROI of GEO — and what are you even measuring?

How do you actually measure the ROI of GEO — and what are you even measuring?

Oct 30, 2026 · Global

GEO challenges traditional performance logic because influence may occur inside an answer without producing a click. That means marketers may need to measure inclusion, citation accuracy, competitive share of AI responses, recommendation context, downstream verification, and eventual business outcomes. The debate is how to connect these emerging visibility signals to investment decisions without pretending the measurement problem is solved.

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Dr. Michael Pettiette Janet Balis Dr. Kartik Hosanagar

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The MMA Webinar series is designed to help build modern marketing capabilities for marketers by providing information in clear and concise sessions developed to inform and inspire.
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