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  • Social Video Is a Microcosm for the Fragmented Media Mix

    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,…

  • The End of “Good Enough” Content in the Age of Algorithmic Judgment

    The End of “Good Enough” Content in the Age of Algorithmic Judgment

    By Caroline Levere, SVP Performance Creator, New Engen For years, brands have treated creative as a volume game. More content. More variations. More output. The assumption was simple: if you produce enough, something will work. Platforms would sort it out. Performance would follow. That model is breaking down. We are entering a phase where algorithms are no longer just distributing…

  • From Identity to Intelligence: Why Collaborative Data is Marketing’s Next Competitive Frontier

    From Identity to Intelligence: Why Collaborative Data is Marketing’s Next Competitive Frontier

    By Alistair Bastian, CTO, Data and Technology Solutions at WPP The data-driven marketing industry has spent years treating identity as the holy grail. But that era is closing fast, squeezed from one side by tightening privacy regulation and from the other by the growing inadequacy of static IDs in a world that demands richer, real-time insight. Now the conversation is…

  • AW360 Q&A: Orange 142’s Barbara Burnett on Mid-Market Programmatic Today

    AW360 Q&A: Orange 142’s Barbara Burnett on Mid-Market Programmatic Today

    By Becky Johnson, CEO, Workhorse Studio LLC 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. Barbara Burnett, Senior Director of Business Development at Orange 142, works with brands and independent agencies to turn performance…

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