More Opinion articles

Byron Sharp isn’t “smashing” attention metrics. He’s urging marketers to stop misusing them.

There are many examples of media companies getting it wrong. But how did they themselves into this mess in the first place, asks Stephen Arnell.

You cannot champion the need for reach at all costs and ignore the importance of attention metrics, writes Havas Media Group’s Jon Waite.

Boris Johnson developed a more sophisticated version of telling untruths that has left journalists and regulators with a dilemma, writes Ivor Gaber.

If we rush to promote/enforce attention as a North Star, opportunists will game the system and digital advertising will become an even worse cesspit.

Radiocentre’s planning chief responds to a recent review of the radio marketing body’s new Radio Planning Optimiser tool.

Pitching is a critical part of the industry but it’s been broken for years. Making it fast, ruthless, and public would go some way to improving the experience.

It is going get tougher and tougher for all but the slavishly Tory media as Liz Truss becomes Prime Minister (barring a huge upset) at an extraordinarily difficult time.

Premium insights into consumers’ viewing preferences are essential for successful results.

TV broadcasters’ desire to produce a drama about current events too often sacrifice depth and veracity for a ‘quick-hit’ stunt.