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‘Signals in the Noise 2’ identifies two core problems for advertisers as they embrace proprietary data: incomparability and short-termism.

Welcome to the Brief, The Media Leader’s round-up of media news.

The effectiveness case hasn’t failed. It’s just stopped being the right answer to the question clients are actually asking amid an international energy crisis.

Reach is the prerequisite. Creative is the multiplier, writes the CEO of Audience Project.

LadBible’s executive creative director discusses the creative workflow, how LadBible differentiates its branded content offering, and best practices for speaking to Gen Z and Gen Alpha.

Last week, The Media Leader took a deep dive into AI in media, reporting on the latest updates and hearing from key industry leaders on how it has moved beyond curiosity into practical application.

Tubi may be the first streaming platform integrated into ChatGPT, but it won’t be the last. As the model scales, competition will shift to how platforms are surfaced within AI environments, writes Matt Wilkinson.

Kelly Parker, chief media officer at WPP Media is next up to face our probing and quick-fire Leading Questions.

For the last 25 years, B2B growth has been driven by what brands say about themselves. In the new LLM era, it will be driven by what the marketplace says about a brand.

The CEO of TrueRights explains why transforming intellectual property (IP) management is vital to ensuring the creative economy not only survives but thrives.