_Editorial Archives

“Professional, Productive, and Focused on Making Real Progress”: A Hype-Weary Industry Finds Relief in Buttoned-Up, Business-First DMEXCO

DMEXCO has undergone an identity change in recent years, from Cologne’s answer to Cannes Lions with all the global hubbub it attracts, to a European-focused, business-first conference.

The Case for ‘Artificial Intelligence Optimization’ As The New Content Strategy Brands Need To Master

As the martech industry scrambles to designate the official method for elevating visibility in the AI era, too much energy is wasted sorting competing abbreviations. It’s time to make a choice.

Outlasting the Last Click: Why Attribution and Incrementality Must Work Hand in Hand

Attribution on its own offers convenience. Incrementality on its own offers clarity. But in tandem, they create a feedback loop that’s both fast and grounded in reality.

Navigating the Ethics of AI Visuals: Nine Considerations for Marketers

Generative AI is changing how we create and share images, but also how we think about ownership, fairness and credibility.

Why SPO Is the Next Big Opportunity in CTV

Remember that SPO is an ongoing process – you’ll want to regularly review performance metrics, adjust bids and budgets based on performance, and test new inventory sources and partners.

Commerce Media Is Writing the New Playbook for Embracing Programmatic with Purpose

Commerce media’s evolution is far from over, but it’s already clear that it is rewriting the playbook for what programmatic can and should be in the next era of digital advertising.

Identity is Infrastructure Now: In the Age of Walled Gardens, It’s More Than Just a Hedge

The market is moving toward systems that are more integrated, more intelligent, and more dependent on clean, connected data.

Your New Favorite Show is on YouTube

This era won’t be defined by commercial breaks or rented space alongside this new wave of entertainment — it will be about helping co-create it.

Navigating TV’s Fluid Audience Era with Data

With the right data strategies in place, the TV advertising industry can mirror the agility of its audiences.

Mr. Owl is Back in Refreshed “How Many Licks?” Tootsie Roll Commercial

More than five decades later, Mr. Owl and the iconic ad are back in a newly refreshed “How Many Licks?” commercial.

Beyond The Walled Gardens: More Choice, Less Dependency

The point isn’t to replace the platforms; it’s to widen the focus.

AI Is Changing the Way We Work—Agency Pricing Needs to Change Too

An AI-driven future creates challenges for agencies, especially when it upends the traditional pricing model. But it doesn’t have to be doom and gloom.

Turning Everyday Shopping into a Growth Loop for Grocery Brands

What grocery leaders need to do next? It’s about layering creativity, data, and technology into a self-reinforcing system:

What’s Next for Ecommerce and the Post Lockdown Customer?

The post-pandemic years have seen consumer expectations soar. They demand speed, convenience, and a seamless experience across every device and platform.

The Future of Marketing Tastes Like AI. A Lot Like AI

Marketing will taste like AI by 2030. A lot. Buckle up and make friends with these new tools. You will save money and time.

Walmart’s Trade Desk Split: Why It Matters For Retail Media

While Walmart’s announcement wasn’t the unlock it might seem, it does spotlight the challenges of an emerging space. And the urgency—and volatility—shaping the retail media landscape today.

The Misconceptions Holding Back Incrementality: A Call for a Rethink in Measurement Practices

Affiliate marketing has always been about partnership. That spirit needs to extend into how we define success, share data, and build for the future.

How to Solve Retail Media Fragmentation

The outcomes era is about more than retail media inventory or a prioritization of bottom-of-the-funnel performance.

AI Speeds Things Up — for Lawyers to Slow Them Down Again

Businesspeople often see lawyers as overthinkers, formalists, and deal-delayers. That’s an unfair generalization; many attorneys just want their deals done.

Creative Ambition is a Business Strategy

Instead of asking “what’s the minimum we can do to get this out the door?”—ask “what’s the sharpest, most emotionally resonant idea we can build a world around for our brand?”

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