When done properly, with better metrics and a focus on real outcomes, principal-based trading can align agency and advertiser interests and deliver superior results.
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The big platforms continue to grow and brands keep pumping the fruit machine for that ill-defined ‘win’. But agencies can win this match against the giants.
Media owners, be they traditional publishers and broadcasters or challenger social media companies and streamers, see business growth in the long tail. Is there room for everyone?
The size of their business, the breadth of their offerings and their economic model leave the largest publicly listed agency groups vulnerable in the AI revolution. The next few years will see growing dominance of a different breed of agency.
The ad industry keeps obsessing over whales, but the krill are paying the bills. It’s time someone built an agency for the rest.
Advertising Association’s Manchester outing shone a spotlight on northern talent and creativity. The challenge is to take these hot topics and turn them into meaningful action.
Return-to-office mandates, relentless bias, a widening pay gap… why are we looking the other way while a steady stream of female talent exits the industry?
The industry can continue to share data, enabling personalised advertising, measurement, fraud control and more, and competition has been supported. However, this isn’t over yet.
| Maria Iu
Future 100 members discussed challenges including measurement and the sheer amount of data they have to understand.
| Maria Iu
At The Future of Brands, the cross-media measurement initiative’s planning director explained the reporting options for users.