If the programmatic market resembles a car boot sale, as the latest ANA study suggests, then a more robust approach by advertisers and a flight to quality of execution should enhance the market’s status.
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GroupM’s global president of business intelligence Kate Scott-Dawkins spoke with Jack Benjamin about the state of the global and UK ad markets.
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The solution, which launched in the US market in May, allows brands “control and predictability” to place their ads directly after content shared by premium publishers shown in TikTok’s For You feed.
The irony of the future of TV is that we’ve now come full circle: we’re once again in a landscape where some content is free and some is paid for, and that’s a good thing.
A new survey by the World Federation of Advertisers has found that despite sponsorships making up 11% of a brand’s marketing budget, very few feel “very confident” about its return on investment.
Jack Benjamin is joined by Ella Sagar and The Guardian’s James Fleetham to unpack takeaways from The Guardian’s upfronts and discuss how AI-generated misinformation could actually be a boost to trusted newsbrands.
Between a rise in anti-Semitism on TikTok and X and a pledge for more of the same from News Corp, brands should vote with their feet in pursuit of more positive contexts for their ads.