More Opinion articles

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.

Modern marketing requires many different skills. Which ones are most in demand in 2022?

The digital media industry is entering an intellectual arms race. Training and development of talent is set to be the number-one challenge for our industry in the coming decade, warns Kepler’s learning chief.

Many have jumped on the metaverse bandwagon, but has the end user been forgotten?

We have become used to talking about an ‘attention economy’, but perhaps we should think more of the ecology of attention.