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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.
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There Are 15,000 Martech Tools. So Why Do Half of Buyers Have the Wrong Ones?
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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Media Buying Is Autonomous. But That’s the Easy Part
The next phase of advertising will not be defined simply by who automates the bid best.
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Marketing Momentum: Why Consistency Beats Campaigns in 2026
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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Audio Is a Key Connection Point to Consumers, but It Remains Disconnected From the Rest of Media Planning
Consumers move seamlessly across environments throughout the day. Media plans should work the same way.
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Who is Bobby Banana, the Dole Brand Mascot?
What do you know about the Dole Food Company mascot, Bobby Banana?
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It’s Not Too Late: 2026 Fifa World Cup Advertising Opportunities
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.
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Three Protocols That Could Turn Programmatic Advertising Into an Agentic Marketplace
Much of the fragmentation that defines digital advertising today exists because humans are stitching together dozens of tools, intermediaries and data layers.
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Disability Inclusion Should Be Built Into How Advertising Runs
Awareness months provide an opportunity to reflect on how the industry is evolving and where it can improve.
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AW360 Q&A: Orange 142’s Barbara Burnett on Mid-Market Programmatic Today
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.
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From Identity to Intelligence: Why Collaborative Data is Marketing’s Next Competitive Frontier
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.
