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Search returned: 628 document(s).
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The Case for a Dedicated YouTube Budget
Leading Edge December 12, 2025John Cobb, EVP general manager at Cadent VuePlanner, discusses why all marketers should have a budget for YouTube.
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Flock’s Blueprint for AI-Driven Agency Compensation
Event Recaps December 10, 2025Flock Associates outlined how AI and automation are reshaping agency compensation, driving a shift from time-based models to asset and outcome-based pricing, with transparency and performance metrics at the core.
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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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You Need to Know These MarTech Red Flags | On Scope
Podcast Clips November 22, 2025Danilo Tauro, a senior advisor at McKinsey & Co. and managing partner at VC firm CartographAI, shared what he believes are the biggest red flags marketers need to look out for when evaluating potential tech tools or platforms.
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Two Questions You Need to Ask About MarTech Solutions | On Scope
Podcast Clips November 22, 2025Whether you’re reviewing a new tech tool or a new platform, there are two questions you always need to ask your potential partner. Find out what they are with this clip from tech expert and venture capitalist Danilo Tauro.
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Spotting Red Flags in MarTech with Danilo Tauro
On Scope November 20, 2025Danilo Tauro, a marketing veteran and bonafide tech expert, shares his best tips for how marketers can spot both red and green flags when assessing MarTech solutions, including his five questions every marketer needs to ask when evaluating a new tool or platform.
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Three Key Industry Shifts Redefining the Future of Client-Agency Partnerships
Knowledge Partners November 19, 2025Agency Mania explored three seismic shifts redefining client–agency partnerships: AI-driven collaboration, performance-based compensation, and holistic partnership intelligence and how these shifts are transforming creativity, accountability, and value creation into strategic growth engines for modern marketing ecosystems.
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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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How Agencies Can Bring Accountability to Your Campaign Spend with Mastercard
Webinar Rewinds November 12, 2025This webinar pulls back the curtain on agency financial operations and shows how agencies that embrace invoice-to-pay automation deliver smarter spend management, clearer reporting, and better outcomes for the brands they serve.
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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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Holiday Spending Up — In This Economy? | On Scope
Podcast Clips November 4, 2025On Scope host Mike Berberich and show producer Ryan Dinger discuss an Adobe forecast that shows 2025 holiday spending will be up a 5.3 percent over 2024, sharing thoughts about how marketers might take advantage of this apparent spending windfall.
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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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