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Over the past two decades, eCommerce has followed a reliable logic: customers search, brands respond. Whether through Google, on-site search, marketplaces or social platforms, discovery

In January 2026, OpenAI officially confirmed the roll out of advertising within ChatGPT, marking a shift from search as a list of links to search

In this edition of Behind the Screens, we talk to Matt Hogan, Head of Paid Media at Williams Commerce, about life in one of the most
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