Research from The Trade Desk stressed that advertisers should not mistake reach for value.

The shift from subscription models to ad-supported revenue in streaming is fundamentally altering what gets made, how it gets promoted and which audiences get prioritised. This has implications for the entire ecosystem.

Every part of a business must ensure marketing maximises its contribution to top- and bottom-line growth as well as the share price.

The analyst also shares his thoughts on the globalisation of media and search spend.

Real brand safety means choosing media environments, like news, that stop harmful content at source — not environments that brag about their clean-up operations.

Principal media benefits media agencies’ bottom lines at the cost of operating impartially.

YouTube’s size makes it irresistible to marketers. This is how brands can play the platform without getting played.

As women’s sports gain momentum, brands need to show up with the right message, in the right moment, across every screen.

Online formats accounted for £4 in every £5 spent on advertising, while the VOD sub-category has been expanded to include SVOD, AVOD and FAST, according to the latest AA/Warc Expenditure Report.

While marketers applaud the new Unilever CEO’s commitment to increase influencer use, eyebrows should be raised as to the real impact on the influencers themselves.