More Opinion articles

Deployment in Peru has provided valuable learnings and more collaborative work is now being done to address other challenges in order for DVB-NIP to reach its full potential.

By glorifying the summer juggle, we sidestep the fact that the media industry still spends women’s time like it’s an infinite resource.

Any improvements in measurement should be welcomed. But what if Barb’s development does more harm than good? Does reporting on just 200 channels actually say anything?

Ofcom’s Media Nations findings do not truly reflect the complex landscape of our news consumption. Here’s why. 

What does it say about confidence in our industry that we still have to give marketers guidance about how to run fair pitch processes?

Right now, a long-term, insight-driven approach to comms planning around LGBTQ+ publishers and creators could pay even greater dividends for brands. 

Agentic AI and social commerce have reshaped visibility and transaction, turning media into a storefront. Fashion and beauty brands are rethinking their advertising approach in this new world.

Trust and responsibility are not the same thing, but one cannot exist without the other. We must plan, buy and measure media in ways that align with our brand’s values, reflect our audience’s world and respect the platforms and publishers that shape culture.

Citing “no evidence provided” is a small step forward, but it could become a form of lazy journalism or, worse, a meaningless automatic response. Something more robust is required.

Streaming brands appear to be fighting churn with TV deals, but research suggests they must also focus on deeper loyalty and customer engagement.