More Opinion articles

Partner content: The attribution models advertisers currently use to prove campaign effectiveness are outdated in our multi-touchpoint digital landscape, writes TikTok’s UK head of client measurement.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

The ability of AI agents to streamline tasks poses a fundamental challenge to businesses reliant on web traffic and highlights the need for innovative approaches to engagement.

Spot attribution has enabled us to make TV accountable like digital, but it’s a narrow measurement that misses the true power of TV.

Last week’s avalanche of news suggests that advertising still works, so if we improve what we do, we can deliver better results for advertisers and make the world a finer place. But how? 

Smaller players don’t have the resource of the tech giants but, with the help of advertisers, they can still make a significant contribution to a green future.

This will be the first election when we have blatantly politically biased TV channels. How Ofcom handles due impartiality this year is certain to be picked apart by the industry.

Closed-mindedness when it comes to CTV means agencies and advertisers are missing big opportunities as technology continues to advance.