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When done properly, with better metrics and a focus on real outcomes, principal-based trading can align agency and advertiser interests and deliver superior results.

Open Intelligence is trained to understand and predict audience behaviour and marketing performance, learning from trillions of signals.

With research finding that 10% of active channels on YouTube generated 94% of total views in May, Evan Shapiro paints a picture of future audiences ignored by TV companies in a new report.

The rising star has left Mediaplus’ Behave to set up her own behavioural research consultancy. The goal? To reconnect brands to people as she bridges the old and the new.

The big platforms continue to grow and brands keep pumping the fruit machine for that ill-defined ‘win’. But agencies can win this match against the giants.

I have made big mistakes during my career and they have all cost myself or the organisation. But there is no doubt that learning from our mistakes make us better at our jobs.

This is why human-led content needs a compass more than ever: values can’t be faked. You can’t prompt your way to perspective.

Peter Field has shown us the silver bullet in the argument for advertising. To me, this means brand will assume renewed importance for marketers. About time. 

Twitch Creator Sponsorships tool aims to make it easier for brands to collaborate with streamers, with activations possible in as little as two weeks.

Conventional forecasting has become outdated amid a fast-moving, complex landscape. The growth of AI and machine learning means predictive analytics can anticipate audience and advertiser demand more effectively.