More Opinion articles

Veridooh global president, NIck Parker, questions why DOOH still commands such a small percentage of global adspend, and offers six measures to finally get to 10% share.

However, we do have an opportunity to take on a consultative and diagnostic role as CMOs’ remits broaden and they ask more of their partners.

Warc forecasts that Meta will reach a dizzying $155bn of global ad revenue in 2024. Fine, but please don’t then compare it to linear TV as though that means something.

In response to a recent column, ViewersLogic’s CEO argues that the spot-lift attribution model is not fit for purpose and why marketers must take a holistic approach to measurement.

Partner content: The attribution models advertisers currently use to prove campaign effectiveness are outdated in our multi-touchpoint digital landscape, writes TikTok’s UK head of client measurement.

In our march towards greater targeting and fragmentation, we’ve forgotten how to make famous ad campaigns. But this isn’t a plea for a return to the past.

The promise of a confidential conversation based on goodwill and positive intent on both sides is a precious thing. How often do any of us get that?

The challenges presented in the WFA’s Media Charter 3.0 are more relevant than ever — let’s unpack them together to the benefit of both brands and agencies over the coming months.  

The ability of AI agents to streamline tasks poses a fundamental challenge to businesses reliant on web traffic and highlights the need for innovative approaches to engagement.

Spot attribution has enabled us to make TV accountable like digital, but it’s a narrow measurement that misses the true power of TV.