The first quarter of 2026 has come to an end. It was full of expectation, innovation and cautious optimism – but how did it really play out?

On this episode of the Performance Marketing Unlocked podcast, host Joe is joined by PMW's Editor Robin Langford to discuss the factors, events and trading conditions that have marked the opening quarter of the year, diving into the state of play as we begin Q2 by addressing everything from business confidence and investment opportunities to new in-demand skills among marketers and everything in between.

Also, the pair provide an update on OpenAI's ChatGPT Ads pilot, which has made headlines for a consecutive week. Despite murky early returns, OpenAI has announced an expansion of the pilot to new regions and an extension to its original timeline – but will the gamble pay off?

This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.

~ Episode breakdown ~

(2:04) How has Q1 played out across adland?

(10:12) OpenAI expands and extends its ChatGPT Ads pilot

(19:10) Specificity is LLMs' superpower

~ Further reading ~

'The horse is definitely cantering!': 81% of UK performance agencies report upbeat start to 2026

Is the ChatGPT honeymoon over? 59% of UK performance agencies embedding bespoke AI in their work

‘The war could change business confidence’: UK marketing sentiment plummets 30% in a month

Top 4 agency 'hiring headaches': Analytics skills top shortage list

Hosted on Acast. See acast.com/privacy for more information.

'Big Six' holding companies appears to be quickly losing faith The Trade Desk (TTD). Publicis is no longer recommending the demand side platform to its clients, Dentsu and WPP abandoned Openpath and Omnicom has reportedly commissioned an audit of its relationship with the company – but why?

On this episode of the Performance Marketing Unlocked podcast, PMW's Senior News Reporter Bethany Lee joins host Joe to discuss what these changes mean for the broader programmatic landscape and whether or not operating in the open web puts a ceiling on a company's success.

Also, the pair discuss ChatGPT Ads' ongoing advertising trial. Early returns are in and measurement appears to be the biggest hurdle for advertisers, but what do consumers think of the new format – and does it matter?

This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.

~ Episode breakdown ~

(2:36) What next for the open web?

(10:01) Is ChatGPT playing measurement catch-up?

(20:10) Why ads in ChatGPT has to work for OpenAI

~ Further reading ~

Omnicom commissions audit of The Trade Desk

Why are holdcos turning on The Trade Desk?

‘We have a responsibility to our clients’: Publicis explains The Trade Desk pull back

‘It is a paid beta test’: Has ChatGPT Ads jumped the gun?

‘Still finding its feet’: Underwhelming early returns for ChatGPT Ads

Hosted on Acast. See acast.com/privacy for more information.

The advertising industry can't decide how to best optimise the media mix for modern channels and metrics such as AI-powered search and retail media.

On this episode of the Performance Marketing Unlocked podcast, Dom Coleridge, Co-founder and Commercial Director of Scale Digital, joins host Joe to argue why quality always beats quantity in the world of marketing. Across content, media, partnerships and channels, Dom believes that investing in premium solutions will always be the best way to ensure long-term, future-proofed performance.

This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.

~ Episode breakdown ~

(2:00) Are premium solutions worth the cost?

(15:52) How much of a sticking point is trust?

(27:58) PMW's Resell Me a Pen Challenge

~ Further reading ~

Airbnb claims AI search has higher conversion than Google – but does adland agree?

‘We are still only at the tip of the AI iceberg’: Adland’s 2026 predictions

IPA Bellwether: ‘Much of today’s AI investment is being wasted’

Hosted on Acast. See acast.com/privacy for more information.