Opinion

Attention metrics can end the false dichotomy between “performance vs. branding” by ensuring that ad campaigns satisfy performance and branding goals in ways that are mutually reinforcing.

With a landmark ruling potentially forcing Google to change its business practices, who is actually likely to steal some of its search market share? And what should marketers do about it?

We live in interesting times. Between a slew of evolving regulatory changes, Google’s back-and-forth stance (and ultimately unsurprising decision) on third-party cookie deprecation and ongoing signal loss, marketers are forced to operate with reduced access to consumer data.

The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.

The decision by WFA leadership to succumb to Elon Musk’s pressure is disappointing and dangerous – but it presents an opportunity to rethink our industry’s broken approach to brand safety, writes Arielle Garcia.

In today’s fragmented media landscape, the Olympics is a reminder of the power of live, must-see TV, writers Ampersand’s Dave Solomon.

If you’ve shied away from incorporating social media and influencers into your marketing strategy, now is the time to rethink your approach. There’s never been a better moment to use these powerful channels to promote your brand – especially if you’re in the health care and pharmaceutical space.

Unfortunately, retail media and commerce media have their own version of last-click addiction: add-to-cart rates. It’s time to do away with it, writes Chicory’s Meghan Howard.

Streaming TV (STV) has transformed content consumption. Viewers find it convenient and cost-effective and they enjoy the vast range of content to binge. As STV continues to grow exponentially, its full potential as an advertising channel hinges on building robust measurement capabilities.

It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.