Travis Lusk, a writer for ADLINGO.org, with 19 years of experience in marketing and advertising transformation.
None of the most famous SaaS sales frameworks hit the mark when it comes to ad tech sales. I've been trained on dozens of them. They each have some great ideas, but nothing that pulls it all together. Until now. The FvF Framework is a mashup of the best sales frameworks for ad tech sellers.
Over the past few weeks, I've been thinking about "focus" for 2026. What do I want to focus ADLINGO on next year? What deserves more attention and coverage, and what deserves less? What tech deserves immediate attention, and what can we afford to set aside for now?
Clearly, the advertising agencies are consolidating. Hard. Every couple of weeks we see new headlinges about workforce optimization and efficiencies. The "Rule of Three" is what's next.
I've spent the last few days engaged in my own career search, but I also took the time to see if any of the Q1 conferences have something to help this crowd. Specifically, I looked at CES, IAB ALM, Marketecture Live, and POSSIBLE. Here's what I found.
15,000+ agency jobs are gone. The legacy publishers are hemorrhaging. Yet the demand for marketing hasn't dropped. It just moved. So, where to point your career?
The ad tech world loves a standards war, and for those of us in the tech trenches, the last thing we need is another one. Two AI ads standards were publicly released within a few weeks of each other, but there’s one that should matter slightly more to advertisers.
Every one of us in commercial media has benefited from PBS and NPR. If we let them die on our watch, we're complicit in destroying the best of what American media can be.
Agencies spent $1B on AI, fired 15,000 people, and entry-level workers spend 70% of income on rent. Smart marketing students are skipping agencies for brands: 30% higher pay, better hours, and jobs that won't vanish before your loans are paid.
Does Perplexity's Comet browser signal the future of AI-powered advertising? While scale is limited today, the conceptual disruption is massive. Plus, Apple's rumored acquisition interest makes it worth watching.
What the FTC designed as protection for news publishers could become their financial ruin. The documentation burdens and compliance risks associated with the consent order create perverse incentives for agencies to avoid news altogether.
