As brands respond to AI search, walls crumble between paid and organic

March 06, 2026 For the best part of 20 years, paid search and SEO have operated as separate disciplines. But as they respond to the zero-click search era, marketing agencies are erasing the boundaries between organic and paid search teams. Elena MacGurn, svp of search at Digitas, told Digiday the Publicis Groupe agency has begun reorienting teams from either side of the search aisle around common client objectives. "Unless you have that shared goal… your strategies are going to be at odds," said MacGurn, who spoke at Digiday's Media Buying Summit this week in Nashville. TOP STORY Zero-click Future As brands respond to AI search, walls crumble between paid and organic Agencies are knitting SEO and PPC teams closer together as they adapt to the new rules of search that are driven by the use of generative AI. Advertisement OTHER THINGS TO KNOW Timing structure should be a strategic lever in marketers’ planning processes. Key steps include auditing their current execution calendar, prioritizing shoulder periods, avoiding overload on peak weeks and accounting for media booking realities. Partner insights from Keen Decision Systems. Weather impacts what people try, buy and how they feel. This powers targeting to predict the moments when weather shifts a consumer's mindset toward purchase, driving sales and long-term growth. Learn more in this video. Partner insights from The Weather Company. Consumers have always responded to advertising that felt timely, relevant and emotionally aligned. Neuro-contextual AI allows advertisers to analyze the "why" and the "how" — the motivations and emotions that shape real engagement. Partner insights from Seedtag.   MEDIA & PLATFORMS Evolving Agencies 'Nobody's asking the question': WPP's biggest restructure in years means nothing until CMOs say it does WPP declared itself transformed. CMOs will decide if that's true. PARTNER INSIGHTS FROM SEEDTAG How neuro-contextual intelligence shifts media planning strategies Audience strategy has historically focused on reaching predefined consumer segments based on assumed traits. Neuro-contextual intelligence helps media planners identify high-intent moments in real time — distinguishing between passive browsing and active consideration. The Rundown: Ad tech's performance in 2025 was overshadowed by AI concerns and Big Tech Despite revenue increases, the markets were brutal but reports over talks with OpenAI proved later upside. PARTNER INSIGHTS FROM VIASAT ADS In-flight sets up retargeting for continuous campaigns with high engagement Sponsored Wifi is an effective way to reach consumers before a large event and enable retargeting. By presenting an ad and redirecting users to an advertiser's site, retargeting can occur post-event to keep up momentum. Advertisement MARKETING Member exclusive The Future of Marketing Briefing: Epsilon's quiet bet against the LLM goldrush In advertising's AI race, Epsilon says the winners won't pick one mode. They'll orchestrate many. PARTNER INSIGHTS FROM APPSFLYER Why mobile — not AI — is the center of gravity for measurement When marketers implement mobile-grade measurement standards, they give AI a grounded identity source and behaviors from which to work. Without that, they may get faster, but not better, optimization. Member exclusive Pitch deck: How ChatGPT ads are being sold to Criteo advertisers OpenAI has the ad inventory. Criteo has relationships with advertisers. Here's how they're using them. ICYMI The Creator Economy Why more brands are rethinking influencer marketing with gamified micro-creator programs Brands like Urban Outfitters and American Eagle are embracing a new, micro-creator-focused approach to influencer marketing. Why now? Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy