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Can’t B2B Branding Just Be… B2C?
While brands are unwilling to relinquish hard-won cohesion, there’s some movement toward pushing against monolithic rigidity, in favor of a more flexible, realist’s approach.
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What Darth Vader Taught Us About AI
There’s still plenty of creative voices in the industry who think embracing AI is like joining the dark side.
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The Hidden Costs of Buying Cheap Data
What do we really pay when we buy cheap data? Often, far more than the price tag suggests.
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Certainty Sells: The Rise of Programmatic Guaranteed in Retail Media Networks
By Romulus Stoian, Regional Director Strategic Partnerships at VIOOH Picture this: it’s Black Friday, 9:32 a.m., and you’re elbow-deep in a crowd of bargain hunters moving with the aggression of a football scrimmage. Every shelf is stocked, queues snake down every aisle, and shoppers are primed to buy. No doubt you have secured advertising around the store entrances and above…
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Love the Problem, Not the Platform: How to Make Smarter Tech Investments
When you start with the business challenge—not the technology—you make better investments, unlock faster value, and build solutions that actually scale.
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Gen Z’s Surprising Love Affair with the Mall
For years, the narrative has been that malls are relics of the past, casualties of e-commerce and shifting consumer habits. But Gen Z is rewriting that story.
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10 Years of Aldi UK’s Kevin the Carrot: His 3 Most Heroic Holiday Adventures
Aldi UK’s spunky mascot has been a fixture in Christmas adverts for the last 10 years, dabbling in a bit of everything.
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What Marketers Get Wrong About Patient Acquisition
Most healthcare marketers are chasing visibility, and it’s costing them patients.
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Creators, Culture and Connection: Why Authenticity Still Wins Attention
In a world optimised for clicks, the real opportunity lies in connection. And connection, when it’s done well, is still the most human story we can tell.
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How to Be Reactive on Social Without the Brand Identity Crisis
With a clear strategy, streamlined process, and creative bravery, brands can be both trend-savvy and authentic.
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How Creative Tech Fits in Streaming Media Sales
Display once evolved from fixed placements to programmatic targeting. CTV is evolving in the same way — from static ad pods to dynamic, creative-driven experiences.
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Contextual Advertising Is a Safe Play – and It’s Getting Even Better With Emotional Intelligence
The message is clear: contextual is no longer a fallback. It is becoming one of the most sophisticated tools in digital advertising – privacy-first, brand-safe, scalable, and now, emotionally intelligent.
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The Quest for Conversion: Why Storytelling Drives Sales
In a noisy, metrics-driven world, brands that master storytelling will do more than convert – they’ll connect. And connection is what drives sales, repeat purchase, and long-term growth.
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The Importance of Understanding Why People Buy – and How to Use It Across Every Channel
Brand marketers should explore how real-world influence networks and word-of-mouth hotspots enable more effective omnichannel strategies. Understanding group behaviour is the skeleton key to unlocking full-funnel growth.
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Why Ad Recall Should Be a Distant Memory for Digital Advertisers
Brand lift is an important and under-valued campaign metric. It measures the change in attitudes towards a brand as a result of an advertising campaign.
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Ad-Tech Talks About Technology, While CMOs Look for Transformation
CMOs may have one of the largest technology budgets in the company, but they are not focused on technology. They are focused on transformative growth.
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Goldfish’s “The Littlest Float” Swims Back to the Macy’s Thanksgiving Day Parade
The 99th Macy’s Thanksgiving Day Parade will be full of larger-than-life balloons, floats and balloonicles, but one float is making a splash for its extra small size.
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Why Transparency Beats Privacy Theater in Programmatic
While the industry debates Transaction IDs, another transparency signal demonstrates how we can serve both buyer and seller interests: Mediation Auction IDs.
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What Marketers Need To Know About Gen Z Millennial Food & Bev Trends This Holiday Season
We spoke with Michael Pavone, the CEO and Founder of Philadelphia-based food and beverage marketing agency quench, about what he’s seeing in 2025 so far and what that might portend for 2026.
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Ad Tech’s New Land Grab: Why Data Is the Only Durable Asset in the AI Age
Every major shift in ad tech triggers a race for control. The rise of artificial intelligence is no different. This time, the prize is data.
