_Editorial Archives

You Don’t Need the Pitch to Win the World Cup Moment

By Dave Helmreich, CEO, TripleLift Every World Cup cycle sparks the same conversation: which brands secured official sponsorship and which were priced out. But that framing is increasingly outdated. With the 2026 FIFA World Cup expected to generate billions in global advertising spend and attract an estimated audience of more than five billion viewers across platforms, the tournament has evolved…

Don’t Say ‘search’ When You Mean ‘Google’

By Andy Squire, RVP EMEA, Brave Search advertising looks neat on the surface. The Google dashboards are familiar, the processes are mature, and the language gives everyone a sense of control. Yet a single-platform account can still be built around a narrow view of where commercial interest actually appears. Search teams deserve more credit than they often get. They balance…

It’s Time to Dig Deeper Into Curation to Understand How It Delivers Business Outcomes

The open internet needs to be focused on how technology creates that value, and in a way that matches the simplicity and efficiency of the walled gardens.

Why GTA 6 Will Be a Big Change for Marketers in Gaming

By Mike Murphy O’Reilly, Global Head – Media & Brand Partnerships, Dexerto When Grand Theft Auto VI arrives on November 19, it won’t just be the biggest game launch in history, it will be the biggest entertainment launch of any kind. The audience, attention and cultural oxygen it will command for weeks or even months, are on a scale that…

Curation’s Second Act: Rebuilding the Programmatic Supply Chain

By Julie Selman, SVP Head of EMEA, Magnite For years, the programmatic industry has relied on automation to help buyers and sellers transact more efficiently and at greater scale. However, as the ecosystem matures, the realities of signal loss, supply chain complexity, and rising performance expectations have prompted the industry to take a closer look at how programmatic buying delivers…

Why the Best Leaders Know When to Step Aside

A Q&A with Ivan Doruda, CEO, MGID

The Engine of BevAlc Has Always Been Local. The Industry Is Just Starting to Notice.

Independent and regional retailers drive the majority of off-premise transactions in this country. So why are they still treated as a secondary channel?

What Soccer Teaches Us About Global Audiences: Translation Is Only the Kickoff, Not the Goal

As the World Cup brings together fans from every corner of the globe, it highlights the fact that the rules may be shared, but the expression of the game reflects culture, history, and identity. You can see it in the way teams move and celebrate.

From Reach to Fandom: Why Creator Marketing Is Becoming Marketing

Creator marketing is no longer operating at the edges of the media mix. Increasingly, it is becoming the media mix.

The Most Important Thing About AI Is What It Tells Us We Value

I’m already seeing some of the least engaging advertising of my life out in the world because someone who doesn’t know better—or in some cases, should know better– thinks it looks “good enough”.

3 Factors Making Local a Key Part of Convergent TV

Streaming gets most of the attention in today’s TV landscape, for good reason.

The Tricky Math That (Still) Leads to Programmatic Overpayments

Fees can pay for execution, but they don’t perform. Advertisers need to investigate to ensure as much of the budget is going towards working media as possible.

AI’s Biggest Marketing Problem Isn’t Intelligence. It’s Infrastructure

The future of marketing may be powered by AI, but it will be enabled by the systems that allow data, platforms, and agents to work together.

If You Have a Gen Z Strategy, You Need a Mall Strategy

For brands that are still treating physical presence as a line item rather than a platform: the research is in. Gen Z made their choice. The question is whether you’ll meet them there.

Why the Future of Experiential Marketing Looks More Human Than Ever

Technology continues to transform how people discover brands, but it has done very little to change how people build trust.

Why Supermarkets Deserve a Bigger Role in Media Planning

As advertisers search for more effective, accountable, and attention-rich media environments, supermarkets deserve to be recognised not as a secondary retail touchpoint, but as a core part of modern media planning.

The ROAS Mirage: Why CPG’s Most Trusted Metric Is Misleading Growth

By Stan Turek, General Manager, Measurement at InMarket For too long, consumer packaged goods (CPG) brands have been told if return on ad spend is strong, media is working successfully. Then why are most brands living in a different reality as household penetration, repeat rates, and category growth remain flat? The Association of National Advertisers 2025 report found that $26.8…

Creativity Needs Receipts: AI Is Helping Marketers Connect Bold Ideas to Measurable Business Impact.

AI improves marketers’ ability to understand, test and optimize creative performance, the industry can move toward a more complete definition of excellence: work that captures attention, builds meaning and proves how deeply it mattered.

Why AI and Google Discover Volatility Are Forcing Publishers to Rethink Growth

By Hugo Welkers, CEO, Refinery89 The classic list of blue links is an afterthought in Google’s new vision for search. In its most recent annual I/O conference, the tech giant made it clear that it is full steam ahead in creating a zero-click search environment. In addition to AI Mode becoming the default experience, users will soon be able to…

The FIFA World Cup’s Biggest Fan? It’s Grimace!

McDonald’s, the official sponsor of the FIFA World Cup 2026, made the savvy decision to let Grimace represent the brand in this year’s marketing push.

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