More Opinion articles

However, we do have an opportunity to take on a consultative and diagnostic role as CMOs’ remits broaden and they ask more of their partners.

Warc forecasts that Meta will reach a dizzying $155bn of global ad revenue in 2024. Fine, but please don’t then compare it to linear TV as though that means something.

Born from an idea crafted on a stained napkin, Electric Glue reflects on media firsts, trusting clients, Ziggy Stardust and more as it turns 10. Just don’t mention that Runcorn train.

In response to a recent column, ViewersLogic’s CEO argues that the spot-lift attribution model is not fit for purpose and why marketers must take a holistic approach to measurement.

We must bridge the SEG knowledge gap to ensure our strategies are built on a solid understanding of audiences and create robust and trusted trading systems to support this.

With the election now likely to be in November, some important pending legislations that could benefit the media industry still stand a chance.

Partner content: The attribution models advertisers currently use to prove campaign effectiveness are outdated in our multi-touchpoint digital landscape, writes TikTok’s UK head of client measurement.

In our march towards greater targeting and fragmentation, we’ve forgotten how to make famous ad campaigns. But this isn’t a plea for a return to the past.

The promise of a confidential conversation based on goodwill and positive intent on both sides is a precious thing. How often do any of us get that?

The challenges presented in the WFA’s Media Charter 3.0 are more relevant than ever — let’s unpack them together to the benefit of both brands and agencies over the coming months.