More Opinion articles

Big Tech’s outcome models are powerful but pricey. Advertisers’ meagre brand-level models just don’t cut it anymore. So what’s the answer?

The route out of overwhelm isn’t another layer of tech or a tweak to the funnel. It’s returning to human behaviour as an organising principle, says Lea Karam

AI agents have already infiltrated retail, but how they inform advertising agents could take retail media to a whole new level. 

It’s a fool’s errand trying to predict the contents of the UK budget, but it doesn’t stop the newspapers trying, says Ray Snoddy. 

Consolidation and strategic partnerships are redefining the future of advertising. PubMatic’s chief revenue officer explains why it matters.

The ‘helper’s high’ is a proven way to reduce stress, enhance mental resilience, and cultivate a more profound sense of purpose. Industry charity NABS offers suggestions on how to get into the generous spirit. 

EA’s sale to an investor consortium last month could open up new opportunities for brand partnerships, product placements and in-game activations.

Lots of short attention ‘snacks’ can feed your attention appetite just as effectively as a large single serving. This is where OOH excels, says Route’s CEO. 

In the era of ‘everything change’, what does it take to thrive as a new agency guard? Charlie Oscar’s CEO has the answers. 

New research from Experian highlights a data reset, the importance of curated marketplaces, and the use of AI for creative planning.