Is the ‘impression’ a dying digital ad currency?
The ‘attention minutes’ currency is gaining ground as marketers question the true relevance of an impression.
The ‘attention minutes’ currency is gaining ground as marketers question the true relevance of an impression.
With ISBA yesterday (28 April) announcing a new contract designed to create more transparency for advertisers negotiating with media agencies – the first time in more than a decade it has taken such a step – it appears that more and more marketers are losing faith in the controversial rebate model.
Brands need to tackle ad fraud and and take on difficult issues, says Unilever chief marketing and communications officer Keith Weed.
The World Federation of Advertisers (WFA) has warned brands to be wary of investing too much in digital marketing until the ad tech industry takes action to combat the growing threat of ad fraud, which is expected to exceed $50bn by 2025.
If authenticity comes from within, marketers should free themselves from expectations and identify the difference between competencies and skills.
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
While changing jobs frequently may be good for career development, what are the unintended consequences for brand building?
From the persistent data skills gap to rampant restructuring, the Marketing Week Career & Salary Survey reveals how teams are evolving in 2024.