CATEGORIES
Need a content top-up? You’ve come to the right place. This is your content compass.
Explore by category and zero in on what matters to you, whether it’s Programmatic, CTV, Privacy, Retail Media, or something else – refresh your feed and reignite your thinking.
TOP ARTICLES
Guest writer contributions
Search has always been the most direct line between a buyer's intent and a brand's opportunity, but with the dawning of AI, it's only getting harder. Ashley Fletcher, CMO of Adthena, breaks down how to build a high-ROI search strategy in the modern era of AI.
As attention spans shrink and acquisition costs rise, brands are rediscovering nostalgia as one of advertising's most effective creative tools. Ada Mockuté Jaime, CMO of Nordcurrent, explores why familiar aesthetics and cultural touchstones drive stronger emotional engagement, particularly in mobile gaming.
There is a reflex in performance marketing that says exclusive offers are dangerous. Give a creator a genuinely good discount code and you invite the audience to go shopping. Pavel Medvedev, Co-founder of Uplify, believed a version of this too, until hespent a year running commission only creator programs.
CTV
As an organiser, how do you connect the dots across content, delivery and the guest experience to create an adtech event that sticks in the mind? After all, that’s the goal - no one wants to organise an event that's forgotten before the canapés have even been digested. Our events expert has the lowdown.
CTV is blurring the lines between old-school TV and new-age streaming—here’s why that matters to marketers and viewers alike.
Experts weigh in on what’s shaping video and CTV advertising in 2025—from data to creativity and everything in between.
Retail Media
Following Cannes, a new whitepaper released today by AI-native platform Particular Audience issues a stark warning: Retailers have a strict two-year window to own their AI decisioning layer. If they don't, they risk losing their monetisation entirely, becoming just inventory in someone else's auction.
Everyone in adtech is panicking about the same thing right now: AI agents are becoming the front door to commerce. But as Rajiv Khaneja, Investor, Entrepreneur and Founder at AdButler, reminds us, there's one place AI agents literally cannot go.
Amir Rasekh, Managing Director at Nectar360, argues that retail media has outgrown its bottom-funnel stereotype. With AI-powered platforms like Pollen and unified customer views, retail media is now driving full-funnel strategies, from awareness to loyalty, while reshaping how brands and retailers collaborate.
Programmatic
Assertive Yield announced a multi-year partnership with Trusted Media Brands (TMB), owner of properties such as Reader’s Digest, Taste of Home, Family Handyman, and The Pet Collective. TMB selected Assertive Yield over its previous solution to modernise its programmatic ad stack and unlock faster monetisation,.
The DSP shows no sign of slowing down, with new website and two significant product releases: Ultima for Publishers and Ultima Ads for Advertisers
New industry white paper explores how commercial models may evolve as AI reshapes online discovery and challenges traditional attribution
Data Privacy
Privacy-first browser Brave is taking on Google's search dominance - and the numbers suggest it's working. After cracking the UK market, the independent browser is now expanding to France and Germany.
AdButler has received approved status as a registered vendor in IAB Europe's Transparency and Consent Framework (TCF v2.2), announced at Shoptalk Europe.
If you've been tracking the programmatic landscape lately, you know digital publishers have always faced a brutal trade-off: aggressively maximise programmatic ad revenue, or strictly police site safety and user experience. Today, Assertive Yield and The Media Trust announced a partnership to erase that dilemma.
Advertiser Strategy
For avid sports fans, there isn’t a true “offseason”, says Jen Oon, SVP of Sales at DAX US. The conversation doesn't stop; it just shifts. This is the audience advertisers keep overlooking. And sports podcasts are the medium best positioned to capture their attention.
Media planners have described banners as wallpaper: always there, rarely studied. Tomas Forsbäck, CEO and founder at Readpeak, deep dives into why visibility and attention are not the same thing, what makes good creative and what actually works.
Matthew Whyatt, CEO at Tech Torque, is watching adtech work better across every software company he works with. And that's the problem - the better adtech gets at delivering informed buyers, the less room for error your sales team has.
Measurement
For avid sports fans, there isn’t a true “offseason”, says Jen Oon, SVP of Sales at DAX US. The conversation doesn't stop; it just shifts. This is the audience advertisers keep overlooking. And sports podcasts are the medium best positioned to capture their attention.
Media planners have described banners as wallpaper: always there, rarely studied. Tomas Forsbäck, CEO and founder at Readpeak, deep dives into why visibility and attention are not the same thing, what makes good creative and what actually works.
Matthew Whyatt, CEO at Tech Torque, is watching adtech work better across every software company he works with. And that's the problem - the better adtech gets at delivering informed buyers, the less room for error your sales team has.
AI
Search has always been the most direct line between a buyer's intent and a brand's opportunity, but with the dawning of AI, it's only getting harder. Ashley Fletcher, CMO of Adthena, breaks down how to build a high-ROI search strategy in the modern era of AI.
New research from The Trade Desk finds the open internet outperforms search, social and AI at every stage of the 76-day travel booking journey
Jellyfish, a global digital marketing leader within The Brandtech Group, today announced AI Ads Optimisation, a major expansion of the paid media optimisation capabilities within its proprietary Share of Model™ Platform.
Brand Safety
If you've been tracking the programmatic landscape lately, you know digital publishers have always faced a brutal trade-off: aggressively maximise programmatic ad revenue, or strictly police site safety and user experience. Today, Assertive Yield and The Media Trust announced a partnership to erase that dilemma.
Emma Newman, CRO EMEA at PubMatic and winner of The Wires' Adtech Personality of the Year, writes on the risks to the Open Internet and journalism, and how digital advertising can save the day with campaigns such as PubMatic's #FundedByAdvertising.
Trust is the secret sauce in advertising. Discover why building it with your audience is critical, and how to do it well.
