Engagement through rage can drive users away. Smart platforms will attract those seeking more positivity, providing advertisers with greater environments to spend.
More Opinion articles
The industry has been over-reliant on cookies for too long. But they’ve become a distraction while larger, more damaging practices have continued unchallenged. It’s not really about cookies — it’s about privacy.
Netflix’s shift to focus on engagement suggests that long-term success depends much more on how subscribers are reacting to ads rather than simply how many those ads reach.
It’s not a question of if but when you decide to give up on your principles. Nothing will get brands, big or small, to leave Meta.
Advertising is an increasingly important business discipline that is gaining a political dimension. This could lead to new and different decisions in where adspend goes.
If we are genuine about the benefits of getting people back into the workplace, we need to be more honest about why people still have such a profound aversion to it.
In a rapidly growing segment, media owners need to form key alliances, retailers should act like media owners and advertisers require strong governance.
The constant ghosting, in various guises, speaks poorly to the trust, integrity and “values” that this industry supposedly embraces.
Meta claims it’s ‘business as usual’, so will the ad industry hold its nose or will it act on the moral and business cases that question social media?
With the help of AI, people will be able to interact with a wider range of content with their remote, voice, motion gestures, game controllers or phones, and get the big-screen experience.