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From next year, the ad industry may see gaming emerge as a new, independent media channel, industry experts have predicted this week.

The failure of performance marketing to correctly measure all of its media channels is leading to misguided investment decisions and a “truncated” world view, Accenture Interactive’s Amir Malik warned this week.

Tracey Follows argues the $4bn merger is not just a move towards further reach – but deeper engagement with an entire generation who want to use media to change the world.

It’s complex, but adding ‘attention strategies’ to campaigns will be worth it. Plus: Clear Channel greening its estate and Ogilvy’s wedding chicken bucket.

Mediatel News speaks with Illuma to understand how innovation in adtech might see audience behaviour analysis evolve.

Partner content: From data compliance to staffing issues, this crucial AA-endorsed guide is designed to specifically help advertising businesses prepare to leave the EU.

A new econometric study has revealed the profitability of digital OOH campaigns as the medium reaches “critical mass” in terms of reach, audience and location.

Apple has extended its paid subscription news service, Apple News+, to UK users – with publishers News UK and Bauer Media on board as launch partners.

Sponsor content: It’s time the industry gave more thought to the advertising supply chain and the purpose investment plays, writes Newsworks’ Tracy De Groose

A new marketplace that “digitises word-of-mouth” and allows online shoppers to make charitable donations as part of their purchases launched this week.