More Opinion articles

The amount of activity in the measurement space confirms that this is what advertisers are most interested in.

Parts of the ad industry are in rude health; but the particular issues agencies face is a key challenge for anyone who wants our industry to do better.

The most valuable thing we can offer is a neutral, informative space amongst the noise, writes Snap’s UK creative strategy chief.

In the second of a three-part series on social identity and the media, The Kite Factory’s insights chief breaks down the key drivers behind why publishing increasingly provocative content can be irresistible. 

Other digital channels often see data stuck in a one-way system. This is not the case with streaming, writes Freewheel’s head of Demand Sales UK & Intl.

Connected TV is an ideal channel to bring branding and performance marketing together as brands shift adspend into streaming platforms.

Media agencies are already making buying decisions based on video impression data that falls below the Barb benchmark, writes VMO2’s former head of media.

Consumers value companies that demonstrate concern for societal and environmental issues. For brands, this could mean stronger consumer loyalty and trust, as well as higher returns and share price.

Media is now funded by divergent groups of big and small advertisers. There’s no going back, but we need to build an industry where all are united by making their advertising work harder and being sensitive to how they do it.

We all need to take responsibility for the longer-term effect of where we spend our media money, writes the CEO of Electric Glue.