More Opinion articles

Two unique social media trends might have far reaching consequences for marketing, argues Hearts & Science’s strategy chief.

Gen Alpha represents a distinct switch in the norm, powering a more ‘lean-in’ music consumption from earlier ages.

Byron Sharp isn’t “smashing” attention metrics. He’s urging marketers to stop misusing them.

There are many examples of media companies getting it wrong. But how did they themselves into this mess in the first place, asks Stephen Arnell.

You cannot champion the need for reach at all costs and ignore the importance of attention metrics, writes Havas Media Group’s Jon Waite.

Boris Johnson developed a more sophisticated version of telling untruths that has left journalists and regulators with a dilemma, writes Ivor Gaber.

If we rush to promote/enforce attention as a North Star, opportunists will game the system and digital advertising will become an even worse cesspit.

Premium insights into consumers’ viewing preferences are essential for successful results.

Vice have discovered that today’s daring young rebel will always be tomorrow’s embarrassing old coot.

Good intentions alone won’t fix online advertising’s lack of transparency. There must be a big change in the financial structure of the marketplace, writes Jim Elliott.