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Results categorised as Opinion
10 May 2024
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Matt Hill
Warc forecasts that Meta will reach a dizzying $155bn of global ad revenue in 2024. Fine, but please don’t then compare it to linear TV as though that means something.
09 May 2024
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Simon Orpin
Born from an idea crafted on a stained napkin, Electric Glue reflects on media firsts, trusting clients, Ziggy Stardust and more as it turns 10. Just don't mention that Runcorn train.
09 May 2024
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Ronny Golan
In response to a recent column, ViewersLogic's CEO argues that the spot-lift attribution model is not fit for purpose and why marketers must take a holistic approach to measurement.
08 May 2024
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Doug Whelpdale
We must bridge the SEG knowledge gap to ensure our strategies are built on a solid understanding of audiences and create robust and trusted trading systems to support this.
08 May 2024
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Raymond Snoddy
With the election now likely to be in November, some important pending legislations that could benefit the media industry still stand a chance.
07 May 2024
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Charlotte Skornik
Partner content: The attribution models advertisers currently use to prove campaign effectiveness are outdated in our multi-touchpoint digital landscape, writes TikTok's UK head of client measurement.
07 May 2024
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Simon Redican
In our march towards greater targeting and fragmentation, we've forgotten how to make famous ad campaigns. But this isn't a plea for a return to the past.
07 May 2024
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Jan Gooding
The promise of a confidential conversation based on goodwill and positive intent on both sides is a precious thing. How often do any of us get that?
03 May 2024
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Jerry Daykin
The challenges presented in the WFA's Media Charter 3.0 are more relevant than ever — let's unpack them together to the benefit of both brands and agencies over the coming months.
03 May 2024
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Jon Block
The ability of AI agents to streamline tasks poses a fundamental challenge to businesses reliant on web traffic and highlights the need for innovative approaches to engagement.
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