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Kellogg’s Toys Are Back, Because Marketing as We Knew It Is Gone
In the end, my take on Kellogg’s strategy is that it is a great idea for this moment in marketing, authentic to the brands, and offers a great creative canvas, but Kellogg’s should start planning what’s next because these strategies have a shorter shelf life than the products they are helping sell.
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Five Keys to Successfully Selling a Founder-Led Saas Business
The founders I’ve seen complete a sale process successfully are well prepared from the outset.
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Retail Media’s Next Growth Phase Won’t Come From More Ad Slots
Durable media businesses own the customer relationship, shape the advertiser relationship, and maintain control over the environments where monetization happens.
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The Future of the Paid Search Marketer
Search marketers must also become experts in the evolving effect of AI on search.
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The World Cup Won’t Just Break Traffic Records. It Will Expose Monetization Gaps
The audience is guaranteed. The revenue is not.
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Unordinary Ideas: How to Grow Brands in an Increasingly Undifferentiated World
As categories continue to slide into a homogenous and undistinguished middle, a mindset shift is required.
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AW Throwback: The Debut of the Blue M&M
Do you remember when a typical bag of plain M&M’s didn’t have blue candies inside it?
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Did Social Kill the “Celebrity”?
By Julia Pascual, Social & Influencer Strategist, AntiSocial To say that culture is demanding is an understatement. Social has provided us with more content than we even have the time for, and that has made us selfish. The way we consume media both on and off our phones has changed. Now we don’t just want to see celebrities on TV,…
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The $1 Trillion Compliance Tax — and the Companies That Aren’t Paying It
The brands still treating privacy and performance as a trade-off aren’t just leaving money on the table.
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From Planning to Performance: Why Data Connection Matters
By Karim Rayes, Chief Product Officer, Nexxen Brands and advertisers have spent the past several years investing heavily in first-party data, and for good reason – privacy regulation, signal loss and media fragmentation have made direct customer relationships more valuable than ever. But treating first-party data as a complete strategy can, in some cases, be a half-baked approach –lacking the…
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Why Agencies Need a Neutral Measurement Backbone in an Era of Consolidation
By Elissa Brown, North America E-Commerce Industry Lead As agency holding companies fuse and expand their control over campaign planning, activation, data, and measurement, brands are asked to trust a more centralized model of accountability, where planning, execution, and measurement are increasingly integrated under one roof. A tension emerges: the more a single company handles reporting and messaging, the harder…
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Fashion Without Borders: The Eastern Brands Reshaping Western Culture
By Chengcheng LI, Account Hero at SuperHeroes For years, the fashion industry operated on an unspoken rulebook. Paris, Milan and New York set the pace. The rest of the world followed. Today, cultural influence does not move in a single direction. It flows from East to West, with Asian markets not only consuming and manufacturing but actively shaping the global…
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Why Your Ads Are Not Getting Noticed
By Tomas Forsbäck, CEO and Founder, Readpeak In November 2025, the Interactive Advertising Bureau and the Media Rating Council published the first standardized framework for measuring attention in digital advertising. The guidelines established that viewability, the metric most advertisers have used for years to confirm their ads were working, measures only whether an ad appeared on screen. It says nothing…
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The Middle Market Needs to Operate Like the Enterprise, Without Enterprise Resources
By Brock Berry, Founder and CEO of AdCellerant The advertising industry loves to talk about innovation – new AI tools, identity solutions, channels, dashboards, and new ways to optimize every impression. To some, it all sounds like progress. But there is a disconnect at the center of that conversation: most marketers are not sitting inside enterprise organizations with deep benches…
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How Local Media Can Navigate a Tech Stack Change
By Jenn Scilabro, Chief Growth Officer at Ribeye It’s no secret that local media is under pressure. Over the past two decades, the number of local journalists in the United States has declined sharply, with communities everywhere suffering from increasingly limited coverage. The advertising ecosystem that supports that journalism is facing a similar strain: unpredictable revenue, tight margins, and media…
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Data Is What Matters – so, Why Does Anyone Use Syndicated Segments?
By Paul Sobel, CEO, Dataline The April 20 edition of Marketecture is perfect. It’s the Data, Stupid! is beyond reproach, especially since it was authored by a guy who admits that the DSP he started, ran and sold for millions had no unique inventory. I accept Ari’s three key premises: 1: Unique data is the only real way to compete;…
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Social Video Is a Microcosm for the Fragmented Media Mix
By Megan Gall, VP of Strategy, Innovid There was a time when digital strategy meant mastering two or three platforms. Google, Meta, and, later, Amazon defined the rules of engagement—each a walled garden, but at least a familiar one. That era is over. Today’s environment is both more fragmented and more demanding. Social spans a diverse mix of TikTok, Pinterest,…
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The Real Culprit of Agency Tech Debt Isn’t Technical—It’s Cultural
By Sarah Potemkin, Canvas Worldwide, SVP- Managing Director-Performance Media In the mid-1970s, Kodak invented the first digital camera. Decades later, it had already invested in the future—acquiring Ofoto and launching products like the Kodak EasyShare One. And yet, Kodak chose to protect the high margins of its film business rather than fully commit to digital. This wasn’t a failure of…
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Retail Media Needs DOOH Connectivity
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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In an Automated World, Calibration Is Still a Human Job
When the data is clean, wastage drops, performance improves, and user experience is better.
_Editorial
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Retail Marketing Needs to Be More Emotionally Intelligent