More Opinion articles

When marketers focus on short-term revenue-harvesting, it causes them to take their eye off the ball when it comes to driving longer-term business success.

There are so many considerations. When is it the right time? Should you identify your own successors? Whose advice do you trust? How do you prepare for the loss of power? 

CTV can ensure brands reach the right audiences, but only when it’s part of a multichannel strategy can it help advertisers get consumers to the finish line.    

Great advertising builds great brands, but not all great brands build great advertising. That’s why advertisers need both attention and brand lift to understand the effectiveness of their ads. 

Is innovation in our DNA or is it a learned behaviour? Actually, we need to possess a burning desire to innovate but we also need to be present in an environment where innovation can flourish.

The battle for succession in the Murdoch family is turning out to be even more dramatic than fiction, and just as emotionally charged, with the outcome in Reno potentially affecting everyone in the media.

By creating a more collaborative relationship, CMOs and CFOs can dispel misconceptions around marketing and establish clear, shared objectives.

Programmatic is a major source of advertising’s carbon emissions, but it doesn’t have to be this way. A new approach can bring both sustainability and commercial benefits.

In the chess match that will decide the fate of third-party cookies, Google has pulled a Bobby Fischer. What does this mean for the industry? 

The convergence of retail and programmatic DOOH offers a powerful combination of precision-targeting, dynamic engagement and the ability to capture attention effectively.