Measuring the effectiveness of campaigns, and then using those insights to inform media planning, is where the true value of retail media lies.
More Opinion articles
The Who Cares? movement is as terrific as it is long overdue, but the stakes are high. Without advertiser support, will there be lasting change?
Our industry needs to start appraising media quality through the prism of value and quit using cost as the measure. The rise of principal-traded media and the debacle over MFAs show that we still have some way to go.
Without greater care for standards and joint-industry collaboration, the confusion of competing audience claims will damage the shared language that allows us all to make progress.
The annual festival has drawn criticisms for its carbon impact, but we can all play a part to ensure this is our most “responsible” Cannes Lions yet.
Ahead of World Environment Day, we must focus on finding more ways to reduce emissions in the advertising ecosystem to support the wider cause.
In response to Omar Oakes’ recent piece, an agency chief argues that tech can actually help creatives prove their value.
Our indie film sector risks being muscled out of the limelight — unless we get smart about seeking alternative funding, writes the founder and executive producer of Euras Films.
The power of marketing to shape consumer behavior was a central theme at the Sustainable Media Summit hosted by Horizon Media last week in New York. Marketing can reframe the perception of value and make sustainability the norm.
As the industry gears up for Cannes, it’s crucial that we remain vigilant and attuned to the wellbeing of our community.