John Petralia

Most metrics will tell you what your campaign delivered. But attention is the metric that finally tells you why it worked. The new mCanvas × Lumen study takes the conversation far beyond clicks and vanity metrics. It clearly demonstrates how high-attention environments drive stronger recall, deeper consideration, and higher intent — the outcomes that genuinely move the needle for brands. A big congratulations to my amazing team at mCanvas (Roshni Verma Shubhangi Kale Ryan Dsouza Tariq Nahas Meghna Soni Abhilash Krishnan) and our partners at Lumen Research for bringing this research to life. Truly proud of the depth and clarity this adds to the attention narrative. Link in the comments 👇 #AttentionEconomy #BrandImpact #MediaEffectiveness #AdTechInnovation

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Canada 🇨🇦 I’m heading your way In June, I’ll be at DSA Canada Connect 2026 and I want to talk about something I’m seeing across almost every Direct Selling company right now: the massive AI acceleration gap opening up. On one side: companies moving fast, solving real problems, building capability. On the other: companies stuck in planning mode, waiting for the “right” strategy. The difference isn’t technology. It’s action. In my session, I’m going to run you through something we’ve done with many of the 20+ direct selling companies we work with, something that accelerated their progress significantly. You’ll learn: → Where you are right now (honestly) → Where your immediate opportunities are → How to lead this, regardless of your title or technical background → Real examples of what’s working and what’s not And we’ll tackle both sides of this transformation: the incredible capability AI unlocks AND the very real risk it poses to human connection at the absolute heart of direct selling. It’s my first time in Canada (getting in a week early to explore), and I can’t wait to help you get on the right side of the acceleration gap. Thanks to Peter Maddox for inviting me and Ben Robinson for recommending me. If you’re there, see you in June!

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Learn how global outdoor advertising leader Lamar Advertising Company is taking advantage of AI to transform its financial processes and gain better insights and smoother operations: https://lnkd.in/g95s9Avq

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It’s not often you get to hear from two OGs who helped build programmatic back when it all started. PubMatic's Rajeev Goel and Scope3's Brian O’Kelley reflect on how far we’ve come, and how the Ad Context Protocol could shape what’s next for digital advertising.

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New Forbes Technology Council column is live covering AI consolidation, the power of shared intelligence, and the industry's scramble to own the 'execution layer' — practical ways to move from noise to outcomes. Four-minute read. https://lnkd.in/g-U7GT2i

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The Partner Ecosystem Reckoning: Why UK-focused Tech Vendors Can't Afford Broad-Brush Strategies Anymore Jay McBain's recent post on Partner Sentiment should get the attention of every UK technology vendor relying on partners to drive growth. When 81% of global channel partners expect to underperform the market, and nearly a third are bracing for double-digit revenue declines, it looks like a fundamental restructuring of how technology gets to market. For UK technology businesses, this inflection point poses an urgent strategic question: If your partner ecosystem strategy assumes a rising tide lifts all boats, what happens when most of your boats are taking on water? The transition McBain describes - from linear resale to consumption-based orchestration - isn't happening uniformly across your partner ecosystem. Yet I consistently see technology vendors treating their partner base as if they're all experiencing the same market forces and challenges, and possessing the same capabilities and motivations to adapt. The Platform Economy Reality McBain notes the platform economy favours very large firms with scale, capabilities, and capacity. For UK mid-market technology vendors, this creates a strategic trap: your traditional channel partners are getting squeezed by hyperscale alliances above them and marketplace dynamics below them. If 30% of partners expect double-digit declines, that means 70% don't. Your partners can grow in this environment, but are you allocating resources to the ones who can? Precision partner intelligence is non-negotiable. You need to identify which partners in your ecosystem are: - Already building AI and consumption-based capabilities - Positioned in customer segments where traditional resale remains viable - Capable of pivoting to service-based multipliers - Aligned with your technology stack rather than diversified across too many competitors Without this intelligence, you're wearing a blindfold on roller skates in a revolving door, hoping your enablement investments land on partners who can actually execute, because in a market where 81% of partners expect to underperform, knowing the difference between your top 20% and everyone else is key to success. Blue Barn Consulting helps B2B technology companies optimise their partner ecosystems through data-driven precision targeting and strategic advisory services. If Jay's data has you questioning your partner strategy, get in touch

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Launchpad also uses Gemini to find the most relevant audience and supply packages from the Sovrn Deal Library, add them to a cart, and send to Sovrn for activation. In the example below, Gemini sees that the buyer wants to reach in-market beauty shoppers and suggests three relevant deals targeting Sovrn's Commerce Audiences. #AI #Curation #CommerceMedia #VibeCoding

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Most partnership teams don’t know which partners actually generate revenue. Deals are influenced by dozens of ecosystem signals: integrations, referrals, shared customers, co-selling. But other tools can’t connect those signals to deals. Today we’re launching AI Insights inside Arzule. It turns ecosystem activity into clear guidance on which partnerships drive revenue and where to focus next.

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I love conversations like the one I had with Joe Chernov! We examined the nature of the modern CMO role, how leaders need to think about strengths and weaknesses, and the reality behind the short tenure that often comes with the role. If you're a CMO, or aspire to become one, this is an episode of Insights Unlocked that you won't want to miss.

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