The real damage from Google’s ad monopoly isn’t the 20% it takes. It’s a market that can no longer tell good inventory from bad and prices them almost the same.
More Opinion articles
Extreme heat is not experienced equally, and preparing for 2027 means recognising the particular impact rising temperatures can have on women, writes Lianre Robinson.
Alex Springer discusses the measurement crisis in the AI economy, explains why legislation is only part of the solution, and argues that telemetry is key to ensuring quality content fuels AI systems.
| Dan Gee
The Government has proposed pushing traditional broadcasters in social media feeds to boost trusted content. Dan Gee argues that such an artificial move isn’t the answer.
Before excluding a news brand from an autumn plan, ask three questions. When was our assumption last tested? Does the evidence describe actual behaviour or brand perception? And what has changed since?
What happens when an organisation asks people to change faster than they have the capacity to absorb it? Lisa Morgan assesses the risk of change fatigue.
Following Matt Brittin’s appearance before the industry at last month’s Edinburgh International Television Festival, Ray Snoddy assesses how it’s all going for the BBC director-general.
Planning will always be more powerful if brilliant people can play with the full kit, rather than some pre-vetted bits that benefit the agency commercially, writes Chris Herbert-Lo.
Audiences no longer judge an advert against another advert; they compare it with everything else they watch. That’s raised the bar for creativity, quality, and storytelling, writes Brian LaBrec.
The CEO and founder of The Liberty Guild on how AI will change everything that happens around 90 minutes of football, and what it means for agencies competing to get clients into the answers.