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‘The conversation has shifted’: The CFO moved upstream. Now agencies have to as well
One interesting side effect of marketing coming under greater scrutiny in the boardroom: CFOs are working more closely with agencies than ever before.
Media
The case for and against publisher content marketplaces
The debate isn’t whether publishers want marketplaces. It’s whether the economics support them.
Urban Outfitters shifts its influencer strategy from reach to participation
Me@UO is Urban Outfitters’ new creator program leverage micro-creators with smaller, engaged communities that are passionate about the brand.
Media Briefing: Without transparency, publishers can’t tell if Google’s Preferred Sources feature benefits them
Six months in, Google’s Preferred Sources promises loyalty-driven visibility, but leaves publishers guessing at the traffic impact.
Marketing
Why Edward Jones’ agentic AI trial comes with limits
Edward Jones tests agentic AI to drive marketing productivity, taking a measured approach as it stops short of full automation.
Footwear brands navigate uncertainty after latest tariffs flip-flop
Some 99% of footwear sold in the U.S. today is imported, according to the Footwear Distributors and Retailers of America.
Brands at eTail Palm Springs share lessons on the ‘messy middle’ of building AI tools
Here’s a rundown of lessons brands have shared about their AI implementations so far.
Future of TV
Future of TV Briefing: Netflix’s in-house ad platform launch has led some advertisers to double spend
This week’s Future of TV Briefing looks at how the streamer’s expanded ad targeting and measurement options has resulted in increased advertiser spending.
What’s behind Netflix’s CTV market share jump?
The streamer is set to grab almost 10% of global CTV ad spend. Media buyers say live sports, lower prices and DSP partnerships are making a difference.
Future of TV Briefing: WTF is server-guided ad insertion?
This week’s Future of TV Briefing looks at server-guided ad insertion, a newish method for inserting ads into streaming video on the fly.
Media Buying
The agency holdcos have an AI story, but not an AI business model
The holdco platforms need to deliver on the promises made — and so far, clients aren’t seeing it.
Media Buying Briefing: The Big Three’s pieces are in place – let’s see who wins
With WPP’s strategic transformation announced last week, the battle for holding company supremacy could turn out differently than it’s been the last five years.
Future of Marketing Briefing: The case for and against an agency subscription remuneration model
The real problem subscriptions solve isn’t pricing its cost absorption. As AI moves from pilot to scale, agencies are racking up real expenses.
Annual research reports
Podcasts
Research
This week, I checked in with Muriel Gonzalez, president of The Vitamin Shoppe, and Steve Martocci, founder and CEO of supplement tracking app SuppCo. The former debuted its inaugural “Suppie Awards” last week through a sponsored partnership with Hearst Magazines, while SuppCo unveiled a new “Tested by SuppCo” certification program on Tuesday with a who’s who of supplement brand participants.
This week, I checked in with Muriel Gonzalez, president of The Vitamin Shoppe, and Steve Martocci, founder and CEO of supplement tracking app SuppCo. The former debuted its inaugural “Suppie Awards” last week through a sponsored partnership with Hearst Magazines, while SuppCo unveiled a new “Tested by SuppCo” certification program on Tuesday with a who’s who of supplement brand participants.
Mephisto, a premium footwear brand based in France, has tapped a new CEO of its growing U.S. business.
Mephisto, a premium footwear brand based in France, has tapped a new CEO of its growing U.S. business.