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Dentsu: Global Events to Send Ad Spending Past $1 Trillion for the First Time in 2026
Marketing News December 4, 2025Global advertising spending is forecast to increase by 5.1 percent in 2026, surpassing $1 trillion U.S. dollars for the first time, according to dentsu's advertising forecast released on Wednesday. Ad spending is expected to outpace the projected 3.1 percent expansion of the global economy.
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Why the Future of Media Buys Is Local, Layered, and Data-Driven
Leading Edge December 3, 2025Let’s be honest: “Cable” is an awkward word nowadays. As of 2024, a little less than half of U.S. households no longer pay for traditional TV, and cord-cutting is now the norm, not the exception, according to Park Associates. But paradoxically, many viewers still rely on linear news sources. So, how do you reconcile that?
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Five Key Findings from the ANA’s Report on Sustainable CTV
POVs December 1, 2025With these five key findings from the ANA and Scope3’s latest research on sustainable CTV, your media buys will not only become more environmentally friendly but also perform better.
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Why the Supply-Side Needs to Prioritize Performance Over Scale
Leading Edge November 25, 2025The programmatic industry has spent the better part of the last decade chasing scale. More inventory, more bid requests, more supply sources — all in the belief that volume automatically equals value. The Association of National Advertisers' (ANA) latest Programmatic Transparency Benchmark delivers a sobering reality check: Despite years of supply path optimization efforts, the industry is still wasting $26.8 billion annually on inefficient media transactions.
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Programmatic Insights to Finish 2025 Strong and Power 2026 Strategy
Webinar Rewinds November 18, 2025The Q3 2025 ANA Programmatic Transparency Benchmark has arrived. Discover how brands are leveraging Q3 learnings to optimize their programmatic investments and set the foundation for stronger performance in 2026.
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WPP Media Explains Future of Brand Value Creation
Event Recaps November 10, 2025WPP Media’s Brian Lesser outlined how the future of brand value creation lies at the intersection of ubiquitous media and transformative AI, urging marketers to move from tactical campaigns to strategic worldbuilding for intelligent, measurable growth.
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ANA Report Shows Major Efficiency Gains in Programmatic Ad Spending
Marketing News November 6, 2025Marketers are getting a better handle on their programmatic ad spending. The ANA on Wednesday released its "Q3 2025 Programmatic Transparency Benchmark" study, showing that marketers have reclaimed $13.6 billion in working media value. For the first time, the Benchmark has introduced Brand Safety and Suitability metrics
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Programmatic Transparency Benchmark: Q3 2025 Benchmark Findings
Research Reports November 5, 2025Marketers reclaimed $13.6 billion in media value in Q3 2025 as working-media share climbed to 47.1 percent. Connected TV quality surged, made-for-advertising exposure hit a record low, and 99.1 percent of spend occurred in low-risk environments — signaling a new era of efficiency, transparency, and accountability.
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Intelligent Growth and Brand Value Creation Through AI
Conference Session Videos October 29, 2025In this video, WPP Media’s Brian Lesser outlined how the future of brand value creation lies at the intersection of ubiquitous media and transformative AI, urging marketers to move from tactical campaigns to strategic worldbuilding for intelligent, measurable growth.
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Marketing News Quiz for October 25, 2025
Marketing News Quiz October 25, 2025In this week's marketing news quiz: a new product from OpenAI, Ocean Spray's latest ad campaign for the holidays featuring a familiar yet unruly guest, Macy's, Marvel, and the NBA join forces; and more.
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WPP Introduces WPP Open Pro
Marketing News October 24, 2025Ad holding company WPP on Thursday rolled out WPP Open Pro, a self-service platform enabling brands to plan, create, and publish their own campaigns with the help of artificial intelligence. The platform will be available to large enterprises, SMBs, and WPP clients.
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The Research Revolution Has Arrived with Morning Consult’s Michael Ramlet
On Scope October 23, 2025Morning Consult CEO Michael Ramlet joined On Scope to discuss the potential of AI-powered market research to reshape marketing strategies through broader access to consumer data. With host Mike Berberich, he explored democratized data, AI bias, synthetic audiences, and the enduring role of human insight.
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How Bayer’s Unlocking True Incrementality in Retail Media
Event Recaps October 22, 2025Bayer is pioneering a new approach to retail media optimization by integrating transparent incrementality measurement with real-time media activation, resulting in a 32 percent boost in incremental ROI.
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WFA: Global Media Inflation Stabilizes at Roughly 4 Percent
Marketing News October 20, 2025Global media inflation is set to stabilize at around 4 percent for both 2025 and 2026, according to the latest World Federation of Advertisers Outlook report. The 4 percent trendline signals that the global media economy has started to reflect the broader economy.
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How to Eliminate Waste Using Cross Media Measurement
Conference Session Videos October 9, 2025The media landscape is fragmented and complex. In this session, learn how Aquila can create more cost-effective media plans by purchasing fewer GRPs, thereby reducing waste by as much as 20 percent.
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How to Optimize Retail Media with True Incrementality
Conference Session Videos October 9, 2025In this session, Angela Fenwick shared how Bayer is pioneering a new approach to retail media optimization and planning by integrating neutral, transparent incrementality based measurement with real-time media activation.
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Why Marketing Data (Not Just Strategy) Holds the Key to Boosting ROI
Partner Content September 30, 2025In the hypercompetitive world of marketing, the pursuit of optimal ROI often feels like chasing a mirage. Marketers obsess about strategy, ad creative, and channel allocation, but tend to overlook a foundational element that dictates the success of every campaign: data quality.
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How to Get Ad Frequency Right on CTV | On Scope
Podcast Clips September 16, 2025Fubo’s Jennifer Monson discusses a big problem for brands leveraging CTV advertising: impression overload. She shares some best practices for marketers to ensure their campaigns remain effective without becoming annoyingly frequent for viewers.
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Unlock the Next Chapter in Programmatic Transparency
Webinar Rewinds August 24, 2025The Q2 2025 ANA Programmatic Transparency Benchmark Report is reshaping how marketers think about efficiency, quality, and control in the programmatic supply chain. This webinar goes beyond the headlines to decode the latest benchmark data and reveal how leading brands are closing the $21.6 billion efficiency gap.
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Report: Wasteful Spending on Programmatic Ad Buying Increases
Marketing News August 20, 2025Despite some progress in cleaning up their ad spending on the open web in the last few years, buyers still incur $26.8 billion in wasteful spending in their programmatic media buying, according to the "ANA Q2 2025 Programmatic Transparency Benchmark." However, the industry is making strides in curbing the waste.
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