More Opinion articles

We must define what success in workplace equity looks like and create accountability through measurement to help us achieve those goals.

While this prolonged deprecation can be frustrating, marketers and brands can make the most of this transitional moment, writes Havas Media Network’s Jamie Seltzer.

Take a wider view of the industry beyond the daily headline and you will see the future is bright. We don’t appreciate this enough and should say it more often.

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Partner content: The attribution models advertisers currently use to prove campaign effectiveness are outdated in our multi-touchpoint digital landscape, writes TikTok’s UK head of client measurement.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