Why CMOs Still Struggle to Prove Creative Value
Marketing leaders have more data than ever, but many still cannot clearly show how creative work drives results compared with media buying and targeting.
Meta Expands Ad Tools as AI Forces Agencies to Reframe Their Role
Meta is leaning harder into ad tools for agencies just as AI starts reshaping campaign work, client expectations, and what agencies are actually paid to do.
Omnicom Media and Paramount Test Fixed Ad Units in Streaming Premieres
Omnicom Media and Paramount are working on dynamic fixed ad units for streaming premieres, a move that could reshape how premium TV inventory is packaged and sold.
As Programmatic DOOH Scales, Curated Marketplaces Are Becoming the New Buying Layer
Programmatic digital out-of-home is getting bigger, and more complex. That is pushing buyers toward curated marketplaces that promise tighter control, cleaner inventory paths and easier activation.
Why the K2 Report Is Back in the Spotlight for Agency Buying Practices
A new round of industry chatter is reviving old questions about rebates, principal media and how transparent agency buying practices really are.
Digiday’s 2026 media buying and planning finalists put retail media, live sports and measurement in focus
The 2026 Digiday Media Buying and Planning Awards finalists offer a sharp read on the adtech moment, from retail media and sports to smarter planning and measurement.
ACR Data Is Powerful—But Only When Buyers Can Use It Inside DSPs
ACR data has become a key signal for TV and streaming marketers. But the real payoff comes when that data is embedded directly inside DSPs, where buyers can actually plan, activate and measure against it.
Omnicom’s ‘fewer middlemen’ push is hitting publishers — but not boosting their margins
Omnicom’s effort to streamline ad-tech supply paths is landing in publisher conversations, but many publishers still aren’t seeing a clear financial payoff.
CTV’s next buying cycle is getting more fragmented — and more strategic
Connected TV is no longer a simple shift from linear to streaming. For marketers heading into 2026, the challenge is how to balance reach, measurement, inventory quality and platform leverage across a more crowded field.
WTF Is a Unified Ad Platform? Here’s the Adtech Idea Everyone Is Selling
Unified ad platforms are being pitched as the fix for fragmented media buying. In practice, they’re part workflow cleanup, part data strategy, and part marketing spin.