To achieve the next phase of growth, retail media networks must move beyond being a trading desk and become true media owners. This requires a change in operating model.
More Opinion articles
We are missing an opportunity to create work that truly appeals to the flesh and bones and beating hearts of the human.
With so many publications stung by AI articles, what is the future for freelance journalism when there’s no code of practice and moderation is weak?
Social platforms promised reach. What they delivered was dependence, collapse and lost audiences. Media owners, advertisers and agencies now face the same trap with AI.
The shift from subscription models to ad-supported revenue in streaming is fundamentally altering what gets made, how it gets promoted and which audiences get prioritised. This has implications for the entire ecosystem.
AI is capable of data-crunching on a colossal scale to identify patterns and anticipate demand. Imagine this scaled across entire transport infrastructures, reducing delays, cutting wait times and smoothing the movement of people.
The live sport experience starts before the first whistle, from pre-match meals to watch parties to attending fan zones. For brands, that’s a goldmine of moments to connect — but also a challenge.
LLMs build trust and relevance by citing external sources. Every high‑authority site you do not yet occupy is an invitation to shape how LLMs perceive your brand.
Media planners need to use data, analysis and good old-fashioned common sense and judgement as a trusted advisor to advertisers, not as a credulous spinner of the established narrative or for commercial gain.
As search evolves rapidly in the age of LLMs, here are five steps for marketers to future-proof their discovery strategy.