More Opinion articles

Thee value of audio, relevance, and experience is key in the complex journey to understanding attention.

With Piers Morgan pulling in curious viewers to TalkTV on Monday, a battle has been provoked for the “anti-woke” audience.

Gen Z are just as interested in quality news as their elders. They just consume it in a different way.

Supporting responsible and sustainable media takes time and care to plan and buy. So why have media trading practices barely changed?

In the latest of this digital-media planning series, we’re going to fiddle about with another lever to improve performance: the cost per acquisition.

Channel 4 is that rarest of things: a textbook example of a brand leading a business rather than a business operating a brand.

The implications patterns are striking to both brands and those intending to integrate attention as a key metric of ROI.

Rather than let itself get dragged into the freemium space, Netflix should take a bold and pioneering approach to advertising, writes the editor.

Advertisers need to engage in more comprehensive media agency management to meet campaign expectations.

The job of the CMO has shifted from largely a creative one to applying data to solve a multitude of challenges.