More Opinion articles

First-party data is still marginal in the programmatic ecosystem due to four key perceived problems. But the real problem is the industry’s addiction to ID.

Neurodivergence can unlock opportunities to improve advertising relevance and effectiveness. Here’s where we can start. 

To truly minimise the industry’s environmental impact and create transformation across the ecosystem, advertising and media businesses must examine their own emissions.

Coverage of Syria showed our media can still mobilise journalistic resources to explain the significance of a foreign story. But it would be even better if it could also focus its attention on other ills facing society. 

We are not destined to be rivals. Think carefully about what you need to unlearn. Be intentional about challenging a culture that routinely holds women to impossible standards.

When Omnicom and IPG merge, nothing really changes apart from some agency brands get shut down and a lot of people lose their jobs. The big holding groups remain one homogenous blob. 

Many brands still separate OOH and experiential budgets and agencies. It’s time to combine these channels to maximise creativity, leverage data and drive real return on investment.

Nick Manning has decided to write to Santa this year for the first time. Will he get his wishes?

Curated environments allow publishers to monetise their first-party data more directly, while the buying process is simplified without putting consumers’ privacy at risk.

With attention splintered, the TV ad is no longer the main course in a brand’s Christmas campaign. We need a more evolved approach that embraces today’s media consumption habits.