This issue of Linkexis X-Change covers a pivotal two weeks for B2B advertising, marketing technology, and China-facing business.
As always, each story comes with why it matters for your business and what to watch next.

New benchmark data dominates B2B advertising this week: fresh ROI numbers put
LinkedIn ahead of Google and Meta, a specific ranking of which ABM tactics actually pay
off, and Microsoft doubling down on Copilot as a real third ad ecosystem.

This week's X-Change breaks down Microsoft Advertising's new B2B ad push, a quiet but consequential change to how Google Smart Bidding hits targets, and fresh data showing 80% of B2B orgs now run account-based marketing. Plus: why Generative Engine Optimization is now a $365M market — and why Perplexity cites its sources 6x more often than ChatGPT.