More Opinion articles

Havas Media Group’s chief data and product officer, Laura Kell, explains that first-party data, while useful, can limit new customer acquisition if overly relied on.

The new EU directive forces marketers to stop misleading buyers and do the hard work in becoming more sustainable.

Marketing academics may be disputing the TV buyer’s rule of three concept, but they have much to learn from each other.

Marketing effectiveness best practice needs an evidence-based approach that uses a variety of measurement techniques, not relying on spurious digital metrics.

From programming for the masses to inserting more humanity into AI, these are the things that will impact consumers and businesses over the very long term.

A new proposed structure, another Ofcom probe, a change in leadership… the ownership of The Daily Telegraph is a soap opera – and all in an election year.

Rankin Creative CEO Richard Pinder on how agency holding groups could become more attractive to private equity in a high interest rate environment.

Authenticated data is highly appealing to advertisers, so publishers need to be more transparent about the value exchange with users.

Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly, writes the editor-in-chief.

Marketers and agencies see social through the lens of “advertising”. But it stops advertisers from being part of the broader conversation around social media’s impact, SocialChain’s group strategy director writes.