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AI models are commoditising in real time, at enormous cost. Media owners have seen this film before, and they’re about to star in the sequel, writes Omar Oakes.

Analysis: Ballooning AI costs will need to be balanced with real business results. Meta, without a cloud business, is likely to have the hardest time proving the value of its spending spree.

Isba, the trade body for UK advertisers, is in exclusive discussions with media measurement provider Fifty5Blue to enter into a partnership for minority control of the cross-media measurement service.

David Clayton of True & North outlines the creator-seller dilemma: how the more senior you become in creative industries the more your job becomes about selling, and explains how you can overcome and thrive.

As the latest AA/Warc Expenditure Report shows digital audio was the fastest growing medium in Q1, Bauer Media’s Simon Kilby argues that advertisers should seize the opportunity to invest in trusted digital platforms beyond the US tech giants.

Next, in our Media Essentials series aimed at marketers early in their careers, WPP Media’s head of organic performance explains that search hasn’t died; it’s expanded into what he calls Total Search.

The UK was the second fastest growing market for the media owner.

The IPA’s senior insight analyst, Molly Bruce, stands in for Simon Frazier’s regular column again for this month to explore the importance of flexibility in a world where things rarely go to plan.

The latest AA/Warc figures show growth in Q1 was once again largely driven by digital channels, with the biggest growers including social media (+17.7%), retail media (+17.9%), and OOH (+15%).

The organisations said in a joint statement they are “fully aligned in the view that brands, platforms and consumers will all benefit from brand-safety innovation.”