[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fthe-hidden-cost-of-best-practice-in-performance-marketing":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":366,"breadcrumbs":367,"reading_minutes":181,"category":375,"head":377},"2026-02-04T17:13:31",{"rendered":6},"\n\u003Cp>\u003Cstrong>Why is it that every year, a small group of brands keep growing through paid media advertising, while the majority hit a plateau?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F\">helped hundreds of brands\u003C\u002Fa> to outperform in their market, and there is a repeatable behaviour behind the brands that succeed.\u003C\u002Fp>\n\n\n\n\u003Cp>And it runs counter to the advice we’ve all grown used to hearing.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-trap-of-best-practice\">The trap of best practice\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#who-benefits-from-best-practice\">Who benefits from best practice?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-edge-gap-explained\">The Edge Gap explained\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#where-to-run-your-boldest-experiments\">Where to run your boldest experiments\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#five-ways-to-compete-differently\">Five ways to compete differently\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#breaking-away-from-the-pack\">Breaking away from the pack\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-trap-of-best-practice\">\u003Cstrong>The trap of best practice\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>When I say “best practice”, I’m talking about the playbooks gifted to us from years of iteration. First from Meta and Google, reinforced by respected voices in the industry, and often baked into our own processes over time.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s not bad advice. For many brands, ensuring best practice is in place really does deliver a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fpublications-reports\u002Fthe-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies\">short-term lift\u003C\u002Fa>. From experience, I’d estimate that four in five advertisers will see some level of performance gain by implementing the “gold standard” recommended by Meta or Google.\u003C\u002Fp>\n\n\n\n\u003Cp>But with AI and automation accelerating, with products like \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-is-meta-advantage-suite\u002F\">Advantage+\u003C\u002Fa> and Performance Max doing more of the heavy lifting, it’s easier than ever to tick the best-practice boxes. This means it’s harder than ever to achieve a real competitive advantage by doing just that.\u003C\u002Fp>\n\n\n\n\u003Cp>So following the playbook doesn’t put you ahead; it just moves you into the middle of the pack. To outperform the market, you have to compete differently.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"who-benefits-from-best-practice\">\u003Cstrong>Who benefits from best practice?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>While best practice can be your enemy, it is almost certainly the ad giants’ friend.\u003C\u002Fp>\n\n\n\n\u003Cp>Why? Because advertisers mimicking the same strategy is good for the platforms’ aims. The more advertisers use the same techniques, the more competitive those approaches become. In turn, this drives up CPMs, CPCs, and ultimately your cost of sale.\u003C\u002Fp>\n\n\n\n\u003Cp>If every advertiser in your category is feeding the machine the same kind of data, running the same strategy, with the same campaign structures, and chasing the same audience signals… the auction becomes crowded. You’re paying more for the premium of targeting the same users.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s the hidden cost of best practice. It delivers reliable results, but ultimately leads to diminishing returns.\u003C\u002Fp>\n\n\n\n\u003Cp>Don’t get me wrong, I understand why CMOs lean on best practices. It reassures boards, ticks governance boxes, and keeps things defensible. \u003C\u002Fp>\n\n\n\n\u003Cp>But safe and same have become too closely linked, and for a performance marketing team, sameness is the riskiest place to be.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-edge-gap-explained\">\u003Cstrong>The Edge Gap explained\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>This is what I call \u003Cstrong>the Edge Gap\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>On one side, there are brands stuck in \u003Cstrong>iteration mode\u003C\u002Fstrong>. Tweaking, optimising, doing just enough to show efficiency gains. They take on the latest platform updates and follow the rulebook to the letter. But now, they have to work harder and harder to maintain performance. \u003C\u002Fp>\n\n\n\n\u003Cp>On the other side, there are brands in \u003Cstrong>exploration mode. \u003C\u002Fstrong>Producing ideas that break with the playbook, testing ways of working that feel unfamiliar, and pushing platforms in directions they weren’t really designed for. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"749\" height=\"305\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fexploration-iteration.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-37294\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The Edge Gap is the widening space between the two. And the only way to close it is experimentation.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"where-to-run-your-boldest-experiments\">\u003Cstrong>Where to run your boldest experiments\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If experimentation is how you close the Edge Gap, there are three primary areas to focus your testing:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"749\" height=\"192\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fcreative-signal-activation.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-37297\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>Creative\u003C\u002Fstrong> → Forget perfection. Focus on velocity and diversity. The biggest winners don’t polish a single “hero” ad; they test wildly different concepts until something cuts through. You may believe you’re testing your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002F\">creative\u003C\u002Fa>, but unless you have multiple, very different concepts in play, you’re being too safe.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Signal\u003C\u002Fstrong> → Stop explicitly trusting attribution. It only shows correlation, not causation. Instead, develop your own understanding of performance by consistently running incrementality tests, not just switching things on and off at a channel level, but isolating the true, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fincrementality-testing\u002F\">incremental\u003C\u002Fa> revenue impact of each campaign. Experimentation is the only way to determine cause.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Activation\u003C\u002Fstrong> → Don’t just plug and play. Yes, broad automation works, but it’s not the whole story. Look for first-mover windows, dig under the hood with things like conversion APIs, and don’t be afraid to use parameters in unconventional ways. Many market-leading brands are now experimenting with synthetic data to optimise bidding, removing outliers to rein in bid aggression.\u003C\u002Fp>\n\n\n\n\u003Cp>This is where real edge comes from. Not reckless bets, but deliberate exploration layered on top of a solid base of best practice.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"five-ways-to-compete-differently\">\u003Cstrong>Five ways to compete differently\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So how do you put this into practice without losing control? A few shifts to start with:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Split your budget.\u003C\u002Fstrong> Ring-fence 5–10% of spend for exploration. That might mean new channels, new campaign types, new formats, new concepts or new targeting. The point is: Make experimentation a habit, not a gamble.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Set creative velocity targets.\u003C\u002Fstrong> Don’t wait for one perfect ad. Ship new assets regularly, across at least three distinct ideas, not just colour or CTA swaps of the same ad. Treat creative like a portfolio of bets.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Discover true causality.\u003C\u002Fstrong> Commit to one meaningful incrementality test per quarter. Pre-register your hypothesis and hold the line until results are significant. No more “switch it off and see what happens” shortcuts, design experiments that tell you what really drives revenue.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Interrogate your signals.\u003C\u002Fstrong> Don’t just feed the platforms the data they ask for. Understand how the data is used, and where you might bend it. That might mean cleaning or enriching audience data, using synthetic events to steer bidding behaviour, or enhancing product data in ways your competitors haven’t thought of.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Exploit the grey.\u003C\u002Fstrong> For every platform, identify at least two underused parameters or features and test them. Go beyond the help docs. Break things. Use the tools in ways they weren’t designed to be used. That’s often where the biggest edge is hiding.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>None of this means abandoning best practice. It means building on it with purpose, and proving the value of exploration through structured learning.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"breaking-away-from-the-pack\">\u003Cstrong>Breaking away from the pack\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If your marketing playbook looks identical to your competitors’, don’t be surprised when your results do too. \u003C\u002Fp>\n\n\n\n\u003Cp>Best practice makes you average by design.\u003C\u002Fp>\n\n\n\n\u003Cp>Four out of five advertisers will see a lift from following the gold standard. But only one in five will break through because they’re willing to explore where others stop.\u003C\u002Fp>\n\n\n\n\u003Cp>Exploration is the only path left to differentiation. The brands bold enough to experiment today will set the benchmarks everyone else tries to follow tomorrow.\u003C\u002Fp>\n\n\n\n\u003Cp>The question is: Are you brave enough to be the one in five?\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,"standard",[10],39,[],[13],171,[15,16,17,18,19,20,21,22],"post-37289","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing",{"page_content_modules":24,"hero":177},[25,135],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"The hidden cost of best practice in performance marketing",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},46,"\u002Fabout\u002Four-team\u002Fliam-wade\u002F","Liam Wade","Chief Strategy Officer","Chief Strategy Officer\r\n\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002Fimpressiontalk\">@ImpressionTalk\u003C\u002Fa>. Obsessive about performance marketing. In my spare time I like to collect stamps, count marbles and create intricate architectural sculptures out of wheat-based cereals. \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FDigital_Liam\">@Digital_Liam\u003C\u002Fa>","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":38,"job_title":34,"specialist_service_links":39,"photo":80},"\u003Cp>Chief Strategy Officer.\u003C\u002Fp>\n\u003Cp>I’m a competitive marketer and agency leader, with a proven track record for innovative marketing that outperforms the market. I am relentless in my pursuit for best-in-class performance marketing, with experience across the full marketing spectrum.\u003C\u002Fp>\n\u003Cp>I get to work with awesome clients, with some of the smartest marketers on the planet and have fun at the same time! Curating a world-class digital marketing offering by nurturing extremely talented teams and encouraging a creative, data-driven approach to marketing.\u003C\u002Fp>\n\u003Cp dir=\"ltr\">\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nHow the whole performance team at Impression challenges best practice – every single day.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I like to create intricate structures out of hydrated potatoes.\u003C\u002Fp>\n",[40,59,68],{"page":41,"link_text":58},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":57},108,"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F","Digital Marketing",{"page":60,"link_text":63},{"ID":61,"post_author":43,"post_date":62,"post_date_gmt":62,"post_content":45,"post_title":63,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":64,"to_ping":45,"pinged":45,"post_modified":65,"post_modified_gmt":65,"post_content_filtered":45,"post_parent":53,"guid":66,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":67},169,"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"page":69,"link_text":79},{"ID":70,"post_author":71,"post_date":72,"post_date_gmt":72,"post_content":45,"post_title":73,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":74,"to_ping":45,"pinged":45,"post_modified":75,"post_modified_gmt":75,"post_content_filtered":45,"post_parent":76,"guid":77,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":78},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Measurement",{"ID":81,"id":81,"title":82,"filename":83,"filesize":53,"url":84,"link":85,"alt":45,"author":86,"description":45,"caption":45,"name":87,"status":88,"uploaded_to":53,"date":89,"modified":89,"menu_order":53,"mime_type":90,"type":91,"subtype":92,"icon":93,"width":94,"height":95,"sizes":96},16529,"Liam-Wade_New","Liam-Wade_New.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&q=90","\u002Fliam-wade_new\u002F","12","liam-wade_new","inherit","2022-04-07 15:46:33","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":97,"thumbnail-width":98,"thumbnail-height":98,"medium":99,"medium-width":100,"medium-height":101,"medium_large":102,"medium_large-width":103,"medium_large-height":104,"large":105,"large-width":106,"large-height":107,"1536x1536":108,"1536x1536-width":109,"1536x1536-height":110,"2048x2048":111,"2048x2048-width":112,"2048x2048-height":113,"post-thumbnail":114,"post-thumbnail-width":115,"post-thumbnail-height":116,"12_col":117,"12_col-width":118,"12_col-height":119,"default_landscape":120,"default_landscape-width":121,"default_landscape-height":95,"default_portrait":122,"default_portrait-width":95,"default_portrait-height":121,"6_col_and_margin_short":123,"6_col_and_margin_short-width":115,"6_col_and_margin_short-height":119,"11_col_and_margin":124,"11_col_and_margin-width":125,"11_col_and_margin-height":119,"9_col_rectangle":126,"9_col_rectangle-width":127,"9_col_rectangle-height":128,"11_col":129,"11_col-width":130,"11_col-height":119,"staff_image_696_600":131,"staff_image_696_600-width":94,"staff_image_696_600-height":95,"rectangular_thumbnail":132,"rectangular_thumbnail-width":133,"rectangular_thumbnail-height":134},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":136,"reduced":27,"top_overlap":137,"bottom_underlap":137,"disable_observer":-1,"heading":138,"cta_text":139,"cta_link":140,"items":141},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[142,155,165],{"type_key":16,"title":143,"excerpt":144,"to":145,"postedAt":146,"readingTime":147,"image":148,"authors":149,"category":153},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[150],{"name":151,"image":152},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":154,"name":58},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"type_key":16,"title":156,"excerpt":157,"to":158,"postedAt":159,"readingTime":160,"image":161,"authors":162,"category":164},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[163],{"name":151,"image":152},{"to":154,"name":58},{"type_key":16,"title":166,"excerpt":167,"to":168,"postedAt":169,"readingTime":170,"image":171,"authors":172,"category":176},"Bing vs Google: Search Engine Comparison 2026","\u003Cp>In the Bing vs Google debate, many would point to the widespread popularity of Google – the world’s largest search engine – as evidence that users prefer it to its closest rival. Figures suggest that Google has 1 billion daily active users compared to Bing’s 100 million. 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Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":45,"title_override":45,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[195,197,200,203,206,209,212,214,216,218,221,224,227,230,233,236],{"property":196,"content":193},"title",{"property":198,"content":199},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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