More Opinion articles

We live in a Wonderland kind of world in which an opinion is treated as if it is fact. We should all agree on the need to know true facts versus strongly held opinions — and how to tell the difference.

Many brands still see retail media primarily as a performance channel focused on driving conversions. But it can help advertisers drive incremental reach and increase brand equity.

As advertisers navigate an evolving media landscape, where there are challenges like brand safety, measurement or content quality, streaming TV will become an invaluable channel to leverage.

As an industry, we are obsessed with efficiency. But what if the creation of brilliant ideas requires large dollops of inefficiency — the mull, the stare into space, the browse?

The entire newspaper sector — along with the wider creative industry — has come together to fight for proper copyright. Don’t let history repeat itself. 

From Isba’s discussions with member steering groups, we found there were common threads that ran through all of their concerns. So let’s tackle these challenges together. 

In a world of hot takes, misleading social media memes and polarising algorithms, a trusted environment for brands is a necessity.

The adtech industry faces a critical talent shortage, particularly among women. Prioritising sustainability not only addresses this gap but also attracts a more diverse and purpose-driven workforce.

It may be too painful to accept that what Elon Musk is doing to our industry is highly dangerous. We must all resist the urge to see this shocking behaviour as the new normal.

That small rectangle in the corner of the screen proved that advertising could work differently, viewers could have a choice and, given the option, people will engage when brands respect their time.