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  • AI Thrives on Voluntary Signals

     Leading Edge   December 18, 2025  

    Sisi Zhang, chief data and analytics officer at Razorfish, discusses why marketers should leverage zero-party data.

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  • mio’s Twitch Takeover: A Zero-Media Campaign That Won Big

     Leading Edge   December 17, 2025  

    mio’s award-winning Twitch campaign hijacked native platform behaviors to drive organic engagement, energizing streamers and audiences through real-time interactions — all without spending a dollar on media.

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  • Report: TikTok Outpaces Instagram and Facebook Engagement

     Leading Edge   December 16, 2025  

    Social Insider’s 2025 Social Media Benchmarks report provides a comprehensive analysis of engagement metrics, audience behaviors, and strategic recommendations across TikTok, Instagram, Facebook, and X.

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  • What This Year’s Annual Super Poll Revealed

     Leading Edge   December 16, 2025  

    For the fourth year in a row, Platinum Rye Entertainment (PRE) conducted an annual survey of viewers’ habits and practices for Big Game Ads.

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  • How to Cultivate an Engaging and High-Performing Work Culture

     Leading Edge   December 15, 2025  

    All companies want to foster a culture of high performance, engagement, innovation, and productivity. Accomplishing this, of course, is easier said than done – especially in a rapidly evolving world where needs and wants change as culture changes – and as technology alters how we work and interact.

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  • Black Boxes Are Ubiquitous, Yet Still Holding Marketing Back

     Leading Edge   December 15, 2025  

    Brands and their partners can take steps to give themselves transparency and control to produce better business outcomes. They should start with identity, where transparency and control have tremendous leverage on results.

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  • The Case for a Dedicated YouTube Budget

     Leading Edge   December 12, 2025  

    John Cobb, EVP general manager at Cadent VuePlanner, discusses why all marketers should have a budget for YouTube.

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  • What Holiday Movies Teach You About Marketing — Without Trying

     Leading Edge   December 12, 2025  

    Holiday movies aren’t business textbooks. They’re glossy, snow-drenched, and awash in manufactured feeling. But look past the bells and whistles, and you'll notice how often these chestnuts roast on the same fire: commerce. Somebody's chasing a bonus, a rating, a product launch, and a family moment that's been packaged like a Q4 campaign. When the chase turns sour, the movie accidentally tells the truth about what makes people stay. Here are five lessons from seven tinsel-laden Tinseltown classics that still work in July.

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  • Auctions and Agents: The Next Evolution of Digital Advertising

     Leading Edge   December 11, 2025  

    Vlad Stesin, CEO at Optable, discusses Ad Context Protocol (AdCP) and how marketers can harness the technology.

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  • 5 Strategies Top Marketing Teams Use that Low Performers Miss

     Leading Edge   December 10, 2025  

    Drawing from insights in Fratzke Consulting’s latest 2026 Digital Marketing Trends Report, which surveyed over 350 marketing leaders across industries and maturity levels, this piece will highlight five proven strategies that distinguish high-performing marketing organizations from the rest.

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  • The New Rules of Marketing Measurement in the Age of AI

     Leading Edge   December 10, 2025  

    With agentic AI, not only can actual data analysts measure advertising in more ways, AI makes it more approachable for a broader set of people on the marketing team to run analytics using natural language and intuitive prompts. However, several key elements need to be in place for advertisers to reap the full benefit.

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  • 10 Tips for Building a Successful Creative Resourcing Model

    Leading Edge   December 9, 2025  

    Here are 10 ways to ensure your resourcing model positions your in-house team for real and lasting impact.

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  • AI Helped These Brands Garner Tremendous Results

     Pulse   December 8, 2025  

    Many brands are now starting to utilize artificial intelligence (AI) more and more. Despite the fact that the technology isn’t new (though it has advanced significantly over the last few years), marketers can still be skeptical and/or uncertain how to leverage the technology. Below are campaigns that can provide inspiration and be a roadmap for using AI.

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  • ANA Ethics in Action: Year in Review and What’s Next in 2026

     Leading Edge   December 8, 2025  

    It’s been quite a year for marketing as AI and shifting politics have been disrupting old traditions. This year, our Ethics Policy Committee tackled some of the most pressing issues shaping marketing today. From AI ethics to building consumer trust, here’s what dominated our conversations.

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  • ANA 2025 Marketing Words of the Year: Agentic AI and Authenticity

     Leading Edge   December 8, 2025  

    Since 2014, the ANA has surveyed our members to select the ANA Marketing Word of the Year. For the first time, the ANA Marketing Word of the Year is not one, but two distinct words. Agentic AI was the top vote-getter, and the very close runner-up was Authenticity.

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  • Alongside AI, You Need Authenticity

     Leading Edge   December 8, 2025  

    For the first time, the ANA Marketing Word of the Year is not one, but two words. When we began working on the initial list of words for members to vote on this year, the prevailing theme – as in recent years – was AI.

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  • 2026 Ad Tech Forecast: Simplification, Context, and the Rise of Agentic AI

     Leading Edge   December 5, 2025  

    Brendan Norman, co-founder and CEO of Classify, discusses tech trends for 2026.

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  • From Brand to Business Architecture: Rethinking B2B Brand Strategy

     Leading Edge   December 4, 2025  

    ANA's latest release, The Confident B2B Marketer Report, explores what effective B2B marketers, “Confident Marketers,” do differently from the rest. This article discusses three of their best practices.

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  • Codifying Brand as a Meaningful Contributor to Business Value

     Leading Edge   December 4, 2025  

    Stephanie Fierman, EVP and head of the ANA Brand Practice, discusses the importance of maintaining, building, and growing brand.

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  • Why the Future of Media Buys Is Local, Layered, and Data-Driven

     Leading Edge   December 3, 2025  

    Let’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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