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Search isn’t just about Google anymore — and the fastest-growing search engine might already be on your phone. With 55% of consumers now starting their search journey on social platforms, TikTok is leading a massive shift in how people discover, evaluate, and buy.

In this episode of FUTUREPROOF., Brian Torpey, TikTok’s Global Head of Search Monetization Product Solutions and Operations, takes us inside how TikTok is redefining the search experience for a new generation. We dig into the platform’s latest search ad products, the surprising ways consumers use TikTok to find answers, and how brands can harness TikTok’s organic and paid tools to stay ahead.

We also explore:

• Why TikTok search is fundamentally different from traditional search engines
• How Omnicom Media Group’s partnership with TikTok is reshaping paid search strategies
• What TikTok’s search data reveals about real consumer intent
• The opportunities (and challenges) for marketers in the “social-first” search era

Whether you’re a marketer looking to future-proof your search strategy or just curious about how TikTok is quietly becoming a search powerhouse, this is one episode you don’t want to miss.

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The path to breakthrough ideas starts with… the bad ones.

In a world obsessed with perfection, Jason Keath makes a counterintuitive—and surprisingly liberating—case: bad ideas aren’t the enemy, they’re the engine. As the founder of Social Fresh and a longtime advisor to brands seeking creative edge, Jason argues that creativity is a process, not a personality trait—and the faster we get comfortable with failure, the faster we unlock genius.

In this episode, Jason and Jeremy talk about:

• Why we mythologize creativity—and how to make it practical
• The Fast & Ugly method that beats overthinking
• How constraints fuel creativity rather than stifle it
• What teams get wrong in brainstorms—and how to fix it
• Why “creative blocks” are often just fear in disguise
• The surprising neuroscience behind idea volume and quality
• Why marketers, leaders, and founders need to stop waiting for inspiration

Whether you’re leading a brand, launching a product, or staring down a blank page, this conversation will help you stop polishing and start producing.

Links:

• Jason’s site: jasonkeath.com
• Social Fresh: socialfresh.com
• Jason’s book: The Case for More Bad Ideas (Out now!)

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What if the internet as we know it is quietly ruled by one company?

Ari Paparo, ad tech insider and author of Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance, joins FUTUREPROOF. to expose how Google quietly cornered the online ad market—and what that means for journalism, business, and democracy.

We dig into auction rigging, publisher exploitation, antitrust litigation, and whether anyone can really compete with Google in digital advertising. If you care about the business model of the internet, this episode is essential listening.

Topics Discussed:

• How Google consolidated power in digital advertising
• The myth of platform neutrality
• What publishers lost—and what they’re trying to win back
• Key moments that shaped Google’s ad empire
• Why the DOJ’s antitrust case matters more than you think
• How Google’s dominance affects the future of journalism

Resources:

• Yield by Ari Paparo (Amplify, 2025)
• Follow Ari at marketecture.tv