Brainlabs vs WFA

Brainlabs Blog: New Articles on Pinterest, Reddit, and Agentic Media Buying

The blog page now features new articles including 'Pinterest Presents 2026: Reaching Shoppers Through Visual Search' (Sept 24), 'It’s Time to Rethink Reddit’s Role in the Media Plan' (Sept 22), 'Your Measurement Is Rewarding the Wrong Channels' (Sept 21), 'Should Media Buying Evolve Into Agentic Buying?' (Sept 17), 'TikTok Is Removing the Friction From Platform Diversification' (Sept 15), 'Organic traffic is falling, but AI isn’t replacing it' (Sept 14), and 'Google Ads Is Testing PMax Channel Controls' (Sept 3).

Brainlabs Publishes New Blog Posts on Reddit Advertising, Measurement, and Agentic Buying

Brainlabs added several new blog posts to its news/blog page, including 'It’s Time to Rethink Reddit’s Role in the Media Plan' (Sept 22, 2026), 'Your Measurement Is Rewarding the Wrong Channels' (Sept 21, 2026), 'Should Media Buying Evolve Into Agentic Buying?' (Sept 17, 2026), 'TikTok Is Removing the Friction From Platform Diversification' (Sept 15, 2026), and 'Organic traffic is falling, but AI isn’t replacing it' (Sept 14, 2026).

Brainlabs Publishes New Blog Posts on Reddit Advertising, Measurement, and Agentic Media Buying

Brainlabs' blog page has been updated with several new articles, including 'It’s Time to Rethink Reddit’s Role in the Media Plan' (September 22, 2026), 'Your Measurement Is Rewarding the Wrong Channels' (September 21, 2026), 'Should Media Buying Evolve Into Agentic Buying?' (September 17, 2026), 'TikTok Is Removing the Friction From Platform Diversification' (September 15, 2026), and 'Organic traffic is falling, but AI isn’t replacing it' (September 14, 2026).

AI Exposes Campaign Flaws, Not New Friction

In this opinion piece, Matthew Hill of Spark argues that AI is not the cause of operational friction in global marketing campaigns but rather exposes long-standing structural flaws. He cites that up to 80% of campaign friction stems from upstream issues like unclear briefs and shifting guidelines. Despite 88% of marketers using AI tools daily, only 24.2% of marketing workloads involve AI, indicating a gap between adoption and strategic integration. The article highlights the risk of generic creative output, with 51% of senior marketers fearing AI produces generic replicas, and cites System1 data showing AI-heavy campaigns score only 2.1 out of 5 stars. Hill introduces 'Bucket C' as the key to unlocking AI's value: using AI to connect workflows, data, and systems, rather than just speeding up tasks. He emphasizes AI governance, token cost management, and human oversight as essential. The piece is based on a closed-door Spark Conversations session and includes no breaking news but offers strategic insights.

• Up to 80% of campaign friction starts upstream in unclear artwork rules and incomplete briefs.
• 88% of marketers use AI tools daily, but AI is involved in only 24.2% of actual marketing workloads, per Duke University CMO Survey.
• 51% of senior marketers managing $141bn in ad spend fear AI produces generic creative replicas, per WFA and Cannes Lions survey.

X expands Gametime sports hub beyond NFL with MLB

X has announced the expansion of its 'Gametime' feature, a sports hub previously focused on the NFL, to include Major League Baseball (MLB). The new MLB experience, launching this month, will offer baseball fans postseason coverage, scores, stats, and real-time discussions. This move is part of X's strategy to attract advertisers by capitalizing on engaged sports audiences. The company plans to add more leagues, including the NBA, to make Gametime a year-round destination. The announcement comes after X's settlement with the World Federation of Advertisers (WFA) over an alleged boycott, as X seeks to rebuild relationships with brands.

• X expands its 'Gametime' sports hub to include Major League Baseball (MLB), starting this month.
• The MLB experience on X will offer postseason coverage, scores, stats, and real-time discussions.
• X plans to add more leagues, including the NBA, to make Gametime a year-round destination.

96% of major brands now use AI in marketing, WFA research finds

State of AI in Marketing 2026 shows AI moving beyond content into insights, media and strategy, with scaling and skills now the biggest challenges.