More Opinion articles

For the last 25 years, B2B growth has been driven by what brands say about themselves. In the new LLM era, it will be driven by what the marketplace says about a brand.

The CEO of TrueRights explains why transforming intellectual property (IP) management is vital to ensuring the creative economy not only survives but thrives.

As we post less to social media, one in three of us is instead using AI for emotional support or social interaction. However, AI isn’t the only companion media. WPP Media’s David Wilding analyses what’s going on.

Stop adding AI-powered tools and start strengthening the measurement infrastructure on which AI will sit, argues the CMO of AppsFlyer.

When AI decisioning moves closer to the supply side, it can do something buying platforms struggle to do: evaluate each opportunity against what an advertiser actually cares about, in real time.

The CEO of True & North shares his observations and the experimental approach his company is taking to work with and integrate AI into everyday workflows. 

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.