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The Connection Economy: Why Memory Matters More Than Attention
Open any marketing deck right now and someone, somewhere, is about to say the word “attention.” We can thank psychologist and economist Herbert A. Simon, who argued back in 1971 that attention, not information, was the scarce resource. Fifty-some years later, that theory couldn’t be more relevant. Brands jump on never-ending social trends and elbow their way into major sporting events for a three-second window of eyeballs, hoping proximity to the moment counts as belonging to it. -
Pharma Marketers Need to Optimize for the Question
For years, healthcare marketers have built digital strategies around search behavior. We study the terms healthcare professionals use, understand the information they are seeking and develop content that helps brands appear at the right point in that journey. Generative AI is changing that behavior in a meaningful way. Physicians are increasingly asking complete, highly specific clinical questions and receiving synthesized answers without necessarily visiting the websites that supplied the underlying information. -
Performance Audio Is Becoming a Global Conversation
One of the most interesting things about working across global advertising markets is seeing similar consumer behaviors take shape in very different places. Digital audio is one of the clearest examples. Across Europe, the U.S., Australia and other mature advertising markets, streaming music and podcasts have become part of everyday life, accompanying commutes, workouts, workdays, shopping trips and time at home. -
The Marketing Dashboard Is Entering Its AI Phase
To paraphrase an oft-used quote: “Reports on the death of dashboards have been greatly exaggerated.” -
The Gaming Marketing Funnel Is Dead. The Player Journey Is a Network
Gaming audiences no longer follow a predictable path from awareness to purchase, forcing marketers to rethink how they build campaigns, measure success, and maintain relationships with players long after a game launches. -
Canada’s Casino Gaming Ad Code Gives Creator Marketers a New Brief
Canada’s recently updated casino gaming advertising code is reshaping how creator marketers approach player engagement in the regulated iGaming market. The new guidelines not only clarify compliance boundaries but also […] -
How and Why ‘Less Is More’ With Martech Data on the Open Web
As someone who has spent years working in advertising technology since the launch of the iPhone, I’ve seen the industry’s appetite for data grow. -
The Traitor in Your Media Plan
The return of The Celebrity Traitors puts trust back in the spotlight. Contestants must work out who is telling the truth while the people deceiving them try to stay hidden. In programmatic advertising, the stakes are different, but there is a similar challenge: knowing which signals deserve your confidence and which are leading you in the wrong direction. -
Explainable Audience Modeling Is Becoming a Business Requirement
Marketers scrutinize nearly every part of media buying. They question budgets, bids, delivery, creative performance, attribution windows and optimization rules.
Recent Articles
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A Very Bearista Christmas
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Out of Home Is Effective, and Chris Grosso of Intersection Has the Receipts
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Tim Ringel on Breaking Agency Silos, Rethinking AI, and Building a Better Agency Model
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Better Identity Comes From Connected Systems, Not Bigger Platforms
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Why Independent Agencies Are Moving Ahead in the Programmatic Race – Q&A With Mint Square CEO Christoph Berg
FOCUS ON ARTIFICIAL INTELLIGENCE
Is the Open Web Dying? It’s Complicated.
Don’t treat agents as a threat to traffic, but as a new audience worth serving.
When AI Writes, Who Owns the Thought?
AI can give us more information to think with. The danger comes when we use it to remove the need to do the thinking ourselves.
Everything We Tried First to Get Marketers Using AI Failed
That success dip, at the beginning, is going to happen. But make sure you are actually paving the way for future success.
AI Visibility Is Platform-Specific. Your Strategy Should Be Too.
One of the biggest strategic mistakes marketers can make is treating every AI platform as equally important. The right priority depends on the company’s audience, buying journey and industry.
