More Opinion articles

Brands are no longer competing for clicks; they are competing to be selected, interpreted, and recommended by AI systems. LiveRamp’s Luke Fenney offers advice for an agentic future. 

Talk to a broadcaster about programmatic, and four objections come up time and again. The Trade Desk’s Theo Luke looks at each in turn. 

Share of Model helps measure how often AI mentions and describes a brand, product, or attribute, and in what terms. Jellyfish’s senior media director offers advice on how to use it to rethink search.

The CEO of Particular Audience examines the background to the ongoing legal dispute between Amazon and the Gen AI engine Perplexity, and its implications for the future.

Using data from its TGI Geo Affinities solution, Fifty5Blue has been analysing consumer behaviour by UK postcode and the brand benefits of postcode‑based modelling.

To kick-start this week’s AI-focused editorial special, the director of Advertising Week Europe shares findings on what the rise of the ‘human premium’ means for brands and businesses.

Stop overlooking women’s expertise and start being intentional about shouting about it, writes Nicola Kemp.

When brand signals reinforce across memory, social media and machine systems, you stop buying visibility and start accumulating it. This changes how we think about brand strategy.

Advocating for equality, men aren’t just supporting women; they are advocating for a more resilient industry and a more sustainable way of working.

Following the launch of dentsu’s Brand Reset project, Lumen’s Mike Follett asks why short-termism persists and looks at how the agency is embedding long-term thinking into its planning.