Non-transparent policies dressed up as ‘outcomes’ delivery and measurement, wrapped up in bundled packages that only the agencies themselves understand and control, will not provide what advertisers need, writes Nick Manning.
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Kimberly-Clark’s Christof Baer from the ISBA Media Leaders group wants to turn talk into action and progress effectiveness.
The effectiveness case hasn’t failed. It’s just stopped being the right answer to the question clients are actually asking amid an international energy crisis.
Reach is the prerequisite. Creative is the multiplier, writes the CEO of Audience Project.
Tubi may be the first streaming platform integrated into ChatGPT, but it won’t be the last. As the model scales, competition will shift to how platforms are surfaced within AI environments, writes Matt Wilkinson.
Kelly Parker, chief media officer at WPP Media is next up to face our probing and quick-fire Leading Questions.
For the last 25 years, B2B growth has been driven by what brands say about themselves. In the new LLM era, it will be driven by what the marketplace says about a brand.
The CEO of TrueRights explains why transforming intellectual property (IP) management is vital to ensuring the creative economy not only survives but thrives.
As we post less to social media, one in three of us is instead using AI for emotional support or social interaction. However, AI isn’t the only companion media. WPP Media’s David Wilding analyses what’s going on.
Stop adding AI-powered tools and start strengthening the measurement infrastructure on which AI will sit, argues the CMO of AppsFlyer.