Technology, AI and digital marketing news
Briefs written by our desk, every one crediting the outlet that reported it.
Latest briefs — page 3
The stories we think are worth your time, summarised in a couple of sentences.
Measuring AI search in five layers, because attribution alone will not do it
AI search shapes decisions before anyone reaches your site, and no single attribution metric captures it. A five-layer framework measures access, visibility, referral traffic, downstream branded demand and business outcomes — with clear limits on what each can prove.
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Gap has found a formula, and its fall denim campaign runs it again
Gap's fall denim campaign pairs Obsession breakout Inde Navarrette with Malcolm Todd covering Robyn — the third time this year the brand has run the same rising-talent-plus-nostalgic-song formula. Comparable sales rose 10% to $796 million in Q1.
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Anthropic will watermark Claude's output, and is upfront that it won't always hold
Anthropic will embed C2PA provenance metadata in Claude images and an unnamed imperceptible watermark in Claude text, applied at the model level, to meet EU AI Act transparency rules. The company says the marks are not infallible.
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YouTube doubles its Partner Program entry bar and puts a floor under Shorts payouts
From 1 February 2027, YouTube doubles Partner Program entry thresholds, requires 10 million qualified Shorts views in a rolling 90 days to earn from the Creator Pool, redefines channel activity, and requires existing partners to accept revised terms by 31 January.
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Before you build a page for that keyword, run three checks
Keyword tools split related terms into separate opportunities, but every new URL has to earn its place. Three checks before you build: what the site already ranks for, whether the SERPs and the outline diverge, and whether the page has anywhere to live.
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Rhone's New York campaign is a bet on brand over performance media
Rhone's first major brand campaign features no gym and no workout, marking a shift from performance media as its retail and wholesale businesses grow. CMO Bethany Evans on omni-channel spend, the NBA partnership, and keeping 12 Pursuits away from selling.
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