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Keep an eye on continued viewership for the World Cup games, even with the US out of the tourney. Brands may be on the precipice of a new wave of American enthusiasm, and getting in on the ground floor to develop consumer relationships is only going to get harder from here on.
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Consumers already have more information than they know what to do with, so adding another marketing message rarely solves the problem.
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The marketer’s job is to understand which signals still represent human intent, which signals reflect machine activity and which signals reveal how the brand is being interpreted in the market.
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Building lasting engagement requires more than visibility alone; it requires curation and a long-term strategy.
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When Scotland’s Tartan Army arrived in Boston for the June 13 match against Haiti, the headlines wrote themselves: bars running dry, tap lines emptying.
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Publishers have spent years building trusted brands, loyal audiences and valuable environments. Today, they also need tools to ensure that the value of their premium inventory survives the journey into programmatic marketplaces.
Maintaining engagement for one more second is the difference between being one of the increasingly rare brands that wins customers and accolades, or being tossed into the vast sea of those that are immediately forgotten.
As content creation becomes commoditized, curation becomes more valuable. The agencies and brands that thrive in the coming years are unlikely to be those producing the most content.
Taken together, the conversations from Cannes Lions 2026 suggest the industry is entering a more mature chapter.
Platform dominance made media feel simpler. A more pluralised market will make it more interesting, more demanding and, for the best-prepared brands, more valuable.
The most respected professionals today are not the ones who simply capture attention.
In the AI era, visibility is no longer just about ranking in search. It is about whether your brand is credible enough to be surfaced in the answer.
Bonded by breakthroughs and a laser focus on their people and clients, leading independent agencies join forces to deliver accelerated commercial success through broadened medical affairs and communications, market access, and RWE/HEOR offerings; the most advanced degree holders; expanded global reach; and the best workplace culture around
AI innovation doesn’t have to be a zero-sum game where capability comes at the expense of cost control.
AI as a tool versus agentic AI, looking at it like a Pixar movie, and embracing the culture shift that comes with it all.
The marketer’s job is to understand which signals still represent human intent, which signals reflect machine activity and which signals reveal how the brand is being interpreted in the market.
In the AI era, visibility is no longer just about ranking in search. It is about whether your brand is credible enough to be surfaced in the answer.
AI innovation doesn’t have to be a zero-sum game where capability comes at the expense of cost control.
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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