More Opinion articles

Ethical practice and profitability are not mutually exclusive, but do advertisers and media owners have enough bandwith to achieve both well, asks the editor.

Barb’s ‘fit for TV’ definition should be supported because it lets media owners widen their distribution while ensuring high standards, writes Vevo’s senior director for Advanced TV.

In a post-GDPR world, a balance between personalisation and intrusion is not only desirable but essential, writes Ozone’s chief technology officer. (Partner content)

Both the 60/40 and 95/5 rules appear to share a family resemblance, but they couldn’t be more different. Marketers and media planners should engage with both rather than choose either one as ‘better’.

Instead of always searching for “the new”, Kite Factory strategist Rik Moore makes the case for returning and adding to the foundations of Craft Planning. 

We need a collective effort to reduce advertising’s contribution to the climate crisis, writes Ozone’s chief strategy officer. (Partner content)

Our industry has been distracted by measuring  things in media that don’t actually matter, writes VCCP Media’s head of digital.

The commercial departments of Brexit-supporting newspapers know the damage being caused to the UK economy, and newspaper advertising revenues, by Brexit. Their editorial colleagues continue to support it anyway.

Both publishers and advertisers can work together to break old habits and find a new collaborative approach across the premium web, writes Ozone’s chief operating officer. (Partner content)

When platforms are used to share our differences, it resonates with people. Brands should be tapping in to support and celebrate what makes us unique.