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Companies spend the vast majority of their marketing resources pursuing consumers who are already shopping while largely ignoring the audience that will determine their growth six months, twelve months, or three years from now.
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Advertisers need to reach qualified consumers on channels that are likely to engage them while avoiding duplication issues, and they need to do so efficiently and effectively.
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The organizations creating the most value today are not the ones producing the most reports.
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By Bradley Keefer, Chief Revenue Officer, Keen Decision Systems The frustration with marketing mix modeling…
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By Greg March, Co-Founder and CEO, Noble People Scroll through your feed this spring, and…
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Discover how unique brand mascots and ambassadors build trust, boost recognition, and create lasting customer loyalty in modern marketing.
By Nicholas Ward, President & Co-Founder, Koddi Commerce media is entering a new phase. After…
This explosion of channels, formats, devices, and platforms has been enabled by technology, but this same technology has made it harder to build lasting bonds behind the scenes.
Fox’s acquisition of Roku reflects a broader industry shift toward integrated media ecosystems where content, technology, data, and advertising operate together rather than as separate functions.
Gaming continues to reach audiences that are difficult to engage elsewhere, particularly younger consumers whose media habits increasingly revolve around creators, communities, and interactive experiences.
The most revealing aspect of this year’s festival may be the industry’s growing emphasis on execution.
The future of media activation is undeniably moving toward greater automation and agent-led execution.
A Q&A with Luke Judge, NED of Tangoo
The next era will be built on delivering connected customer experiences. It’s time to break down historical silos and champion integration.
The future of media activation is undeniably moving toward greater automation and agent-led execution.
Chan shares new research on consumer trust and explains why the brands that put people first will have the advantage.
I’m already seeing some of the least engaging advertising of my life out in the world because someone who doesn’t know better—or in some cases, should know better– thinks it looks “good enough”.
By Hugo Welkers, CEO, Refinery89 The classic list of blue links is an afterthought in Google’s new vision for search. In its most recent annual I/O conference, the tech giant made it…
Fox’s acquisition of Roku reflects a broader industry shift toward integrated media ecosystems where content, technology, data, and advertising operate together rather than as separate functions.
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Streaming gets most of the attention in today’s TV landscape, for good reason.
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By Jenn Scilabro, Chief Growth Officer at Ribeye It’s no secret that local media is…
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Awareness months provide an opportunity to reflect on how the industry is evolving and where it can improve.
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The Smart TV Home Screen isn’t just another ad slot. It’s the entry point to the entire CTV experience, guiding attention, shaping engagement and influencing what viewers do next.
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YouTube leaving BARB isn’t a failure of the system, but confirmation that independent measurement still matters. Walled gardens will always struggle with shared accountability because it dilutes control.
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The World Cup offers a global stage. It should not become a case study in how advertising changes the game. It should be an example of how advertising evolves to support it.
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