The spread of misinformation, disinformation and hate isn’t just a tech problem. It’s a business model problem. And advertisers must be part of the solution.
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Every part of a business must ensure marketing maximises its contribution to top- and bottom-line growth as well as the share price.
TV has earned trust because its numbers are verified, scrutinised and benchmarked. Social media? Not so much. Google needs to decide where YouTube stands.
When was the last time you heard someone talk about an online ad? We need to get comfortable not being able to measure everything and focus on powerful creative messaging.
How do you create a long-term strategy when everything is changing almost daily? This is how marketers can future-proof themselves, whatever happens.
The rise of platforms has left brands with little insight into how their spend is used, who is benefiting from it and whether those actors are behaving responsibly.
A Radiocentre report highlighted five key ways in which the sector offers public value.
As Barb prepares to introduce viewing data for some YouTube channels, its CEO looks at how joint industry standards enable informed choice and fair competition.
…then two arrive at the same time. What the organisation does with these findings is crucial to its credibility and future.
Real brand safety means choosing media environments, like news, that stop harmful content at source — not environments that brag about their clean-up operations.