Digiday Daily

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.

OTHER THINGS TO KNOW

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MEDIA & PLATFORMS

Evolving Agencies

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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.

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