_Editorial Archives

AI Is Rewriting the Rules of Omnichannel Advertising

The future of omnichannel advertising isn’t simply about automation. It’s about connected intelligence.

Meet the New Consumer: Calculated, Skeptical, and Resilient

To survive 2026 and beyond, the smart move is to pick a side of the spectrum and own it: brands must either be undeniably the best on price, or make their premium worth it through either performance or experience.

Identity’s Next Challenge: Why Accuracy Matters More Than Ever

The past several years have produced a wave of innovation focused on preserving addressability as signals became more fragmented and difficult to access. But preserving addressability was only the first challenge.

If Your Brand Isn’t Showing up in YouTube Search, It’s Already Falling Behind

By Jackie Swansburg Paulino, CPO, Pixability The Race to Win AI Search Begins on YouTube For years, brands have thought about YouTube primarily as a video platform- a place to advertise, publish content, or work with creators. Increasingly, it is becoming something else: a source for AI-generated answers. Try searching Google for product recommendations or buying advice. Whether you’re looking…

Outcomes Are Not a Buzzword. But We’re Treating Them Like One.

By Ryan Schaumburg, PadSquad Every few years, advertising finds a new word to rally around. For a while, in the early days, it was reach. Then it was attention. Now it’s outcomes. The focus on outcomes is a step in the right direction. Marketers should be asking harder questions about whether media investments are driving business impact. Measurement companies should…

Marketing Is Learning Before the Market

Learning velocity – the ability to explore more strategic paths, understand consequences faster, and commit with greater confidence – becomes the competitive advantage.

The Rise of the Accountability Partner: Why Agencies Are Evolving Beyond the Media Buy

The accountability partner does more than place the buy and report on it. It cuts through fragmented, often conflicting data and hands the brand a clear, defensible read on what worked, an answer the client can carry to its own board.

Measuring AI Visibility in the Age of Generative Search

By Becky Johnson, Advertising Week Writer & Podcast Host For years, marketers have relied on familiar signals to understand whether their brands were being discovered online. Rankings, clicks, impressions, and traffic have formed the backbone of search measurement. Generative AI has disrupted that model. When answers are created instead of simply retrieved, marketers are left asking a new question: what…

The Playbook for Building an AI-Ready Decision Layer

Preparing for agentic AI doesn’t require replacing the entire martech stack. It starts with improving the quality, accessibility, and consistency of consumer intelligence within existing systems.

Shopping for Good Impressions Requires More Than SPO

SPO is an important step in creating a smart media strategy. But, just like there are ways to maximize your choices once you get in the grocery store, there are a lot of ways to get the right impressions beyond SPO.

How Publishers Can Play a Bigger Role in the Nonprofit Economy

The broader shift underway is not about replacing existing demand sources, but about expanding how publishers think about allocation.

The Future of TV Targeting Is Intent, Not Behavior

TV won’t develop into the biggest performance channel by importing the old behavioral targeting model into streaming environments, or recreating the bottom-funnel auction dynamics that made other performance channels expensive.

The Problem Isn’t Needing More Data, but Knowing What the Data Is For

Are you measuring more than ever, but feeling less certain about what the numbers actually prove?

Shape-Shifters: Escaping the Mass of Mediocrity

Fourth in a five-part series exploring the findings of the Brand Currency Index™ – a proprietary study by Social Element measuring the value of brands on social media.

Every Brand Has a Social Contract; It’s Time to Articulate Yours

The three archetypes that make a brand’s relationship with its audience visible, and actionable.

Fame Is Not the Same as Currency

Have you ever wondered how your brand stacks up against others on social – not just your competitors, but other industries?

Takeaways From the 2026 FIFA World Cup for Marketers

Here’s what I learned from watching and engaging with the content across screens, channels, and platforms during the 2026 FIFA World Cup:

Spain Won the World Cup. The Underdogs Won the Media Game.

Spain won the World Cup, but underdogs found the media nobody else thought to buy.

Why Some Brands Matter, and Some Brands Don’t

Have you ever tried to prove the value of social – and found yourself reaching for metrics that don’t quite say what you mean?

Catch Them Forever: How Pokémon Became the World’s Most Resilient Brand

Thirty years in, the franchise isn’t coasting.

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