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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.
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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.
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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”.
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3 Factors Making Local a Key Part of Convergent TV
Streaming gets most of the attention in today’s TV landscape, for good reason.
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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.
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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.
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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.
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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.
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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.
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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…
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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.
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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…
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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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Why Real-World Behaviour Is Becoming Advertising’s Most Valuable Signal
By David Graham, COO, Mobsta The advertising industry already operates within an overwhelming volume of signals, but as consumers move fluidly between digital and physical environments throughout the day, advertisers are increasingly recognising that digital activity alone only tells part of the story. The real challenge is no longer access to data but understanding how to interpret behavioural signals in…
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How Agentic Advertising is Reshaping Audience Data Strategy
By Dharmesh Patel, Global Curation Strategy Lead at OnAudience As agentic AI systems take on more responsibility for campaign optimization and activation, advertisers are paying much closer attention to the quality of the data shaping those decisions. This shift arrives at a delicate time. Consumer behaviour is becoming harder to predict, particularly around seasonal peaks, major sporting events, and sudden…
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The Buyer Finally Owns the Scoreboard
By Spencer Potts, CEO, Precise Programmatic was built for speed. Agentic buying will be built for speed squared. The discipline the industry owes its clients is the one we have skipped for twenty years: understanding every decision in the chain, one at a time. Every market eventually builds a scoreboard. Finance has audits, manufacturing has quality control, commerce has accounting. Sports…
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My Holidays with Claude
Luxury travel could take us where it was once impossible to go.
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The Power of the Pocket: How Podcast Advertising Drives Performance
By Arthur Larrey, CEO at Audion Even though podcast advertising has become one of the most deeply embedded media behaviors in the U.S., it’s still often evaluated as a niche awareness channel rather than a core performance environment. But that disconnect is becoming increasingly difficult to justify. By some estimates, 58% of Americans are now monthly podcast consumers, spending 773…
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Navigating Political Waters: Tips for Managing Political Discussions in the Workplace
A clear and well-communicated policy will help prevent employees from feeling that the enforcement of norms is an ad hoc, case-by-case, discretionary practice.
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Monkeys on Typewriters: Why AI Is Forcing Creativity to Rediscover Its Humanity
The most interesting creative businesses right now aren’t the giant monoliths.
