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Retailers should have a goal enabling brands to reach high-intent shoppers at the precise moment of purchase decision, with measurable, closed-loop attribution tied directly to POS sales data, something few digital channels can replicate.
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When the data is clean, wastage drops, performance improves, and user experience is better.
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Martech buying needs to get back to the fundamentals of what a market is supposed to do: connect serious buyers with qualified vendors.
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The next phase of advertising will not be defined simply by who automates the bid best.
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In 2026, the businesses that win aren’t the ones launching the loudest campaigns. They’re the ones showing up consistently.
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Consumers move seamlessly across environments throughout the day. Media plans should work the same way.
What do you know about the Dole Food Company mascot, Bobby Banana?
If there is one lesson I’ve learned running multiple ad campaigns in FIFA World Cups and UEFA European Championships is that it’s important to advertise early.
Much of the fragmentation that defines digital advertising today exists because humans are stitching together dozens of tools, intermediaries and data layers.
Awareness months provide an opportunity to reflect on how the industry is evolving and where it can improve.
Programmatic has become more powerful, but also harder to manage. For many teams, the challenge isn’t access to tools. It’s understanding what’s working, where spend is going, and how to act on it quickly.
The organisations that will thrive in the next phase of data-driven marketing are not necessarily those with the biggest datasets, but those with the most collaborative and privacy-focused approach to using and connecting them.
The brands that win in this environment will not be the ones producing the most content. They will be the ones producing the most distinct, credible, and contextually relevant content.
AI isn’t rewarding whoever publishes the most content. Instead, it’s rewarding whoever is the most believable and credible.
The audience isn’t going anywhere. The targeting, measurement and self-serve tools will get built because OpenAI can’t scale a real ads business without them.
This is retail media’s own MACH moment, and this shift into open and transformative technologies is essential for those who are serious about making retail media work to its full potential by cutting costs and speeding up innovation.
It’s tempting for large, established brands to believe they’re insulated. History suggests otherwise.
The $1 trillion question isn’t how to make more. It’s how to finally know what works.
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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Every scene is a potential brand moment. The question is whether you’re in them.
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Audio already has the audience and the cultural relevance. Now it’s time for it to earn its performance credentials.
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Netflix isn’t betting on any single show to secure its future. It’s betting that habit, built from moments that bring people in and libraries that keep them there, is the most defensible advantage in modern media.
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