To succeed in 2025 and beyond, B2B marketers must align their strategies with metrics that measure effectiveness and create sustainable value. The future of measurement lies in unifying fragmented ...

In her final Attention Applied column of 2024 Dr Karen Nelson-Field celebrates the people who have helped the industry progress, through their curiosity, innovation and commitment to the attention ...

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Luxury brands have to adapt to the changing digital landscape by embracing emerging technology to enable more premium interactions in the pursuit of brand, community and, ultimately, transactions. Don ...

As programmatic advertising increasingly dominates the media buying landscape, it may pose brand safety risks. But Integral Ad Science’s Laura Quigley says artificial intelligence can help marketers ...

Strategists are overwhelmingly positive about AI and 90% believe they will be using more of it in the future, according to research from the APG. AI has evolved rapidly, with ad tech suppliers ...

Clever ads, cars, and the middle class - recent conversation in the marketing world has centred on Jaguar’s rebrand, but Faris Yakob suggests our attention might be better spent exploring the ...

In the surface economy, a smartphone’s lock screen is transformed into a personalised and dynamic hub of information and entertainment – and this has the potential to become the next marketing ...