_Editorial

  • 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…

  • Did CPM Break the Open Web?

    Did CPM Break the Open Web?

    By Bryan Quinn, President and Co-Founder, Shopsense Institutions don’t typically collapse from the outside. They do so from within, one small compromise at a time. Then suddenly one day, you look up and find yourself standing in a building with no walls. That’s what’s been happening to the open web. And the instrument of its demise has a name: CPM.…

  • From First in Break to First in Mind: Why the Home Screen Deserves Attention

    From First in Break to First in Mind: Why the Home Screen Deserves Attention

    By Helen Keelan, Head of Sales, General Market Europe at LG Ad Solutions First impressions have always mattered in media, and today they happen sooner than many advertisers realise. In the days of linear TV, the coveted “first in break” slot was everything. Now, in a streaming-first world, that decisive moment comes before a show even starts. Viewers can spend…

  • Can Brands Fill The “Belief” Gap?

    Can Brands Fill The “Belief” Gap?

    People want something to believe in. And the impact for marketers goes further than you might expect By Alexa Beck, Co-Founder, Quick Study These days, your identity isn’t just personal, it’s filled with almost limitless options. Cultural identity, political identity, religious identity and more – there are countless iterations, each with their own rules and belief systems. And when those identities…

  • “Shrinking” Lessons for the Booming 50+ Market

    “Shrinking” Lessons for the Booming 50+ Market

    By Danielle McMurray, VP Marketing, AARP Media Advertising Network (AMAN) The third season of the TV series “Shrinking” recently dropped – continuing its successful run thanks to a terrific ensemble cast, with actors ranging in age from their early 20s to their early 80s (I’m looking at you, Harrison Ford). No spoiler alerts here – I’m a big fan of the show. But…

  • The Grammar of the Present Perfect

    The Grammar of the Present Perfect

    By Frank Pagano I believe I share the thoughts of many in my age group (those in their forties or fifties, and beyond) when I say I’m too old to understand trends, all lost in a sea of TikTok micro-videos and jargon that changes every month. In reality, I’ve never been “young” or cool, and in tune with the pulse…

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