Opinion

The latest opinion pieces by industry thought leaders


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  • The world spins faster. Does your brand?

    In today's hyperkinetic media environment, fearlessness and the willingness to be uncomfortable may be the key to staying relevant, writes CBX's​ Satoru Wakeshima.

    Satoru Wakeshima • Feb. 11, 2020
  • Corporate social responsibility emerges as content king in 2020 Super Bowl ads

    Considering relevance, brand persona and impact are key to marketing around CSR, says Lindsay Singleton, a Civic Responsibility Project board member.

    Lindsay Singleton • Feb. 06, 2020
  • Why so many Super Bowl commercials aimed for the heart

    The visceral nature of several big game ads comes as consumers demand authenticity and relatability, says UserTesting CMO Michelle Huff.

    Michelle Huff • Feb. 05, 2020
  • One size does not fit all for brands in music

    As brands begin to enter the music vertical, it's important to recognize that tactics must be strategically aligned with objectives, says Momentum Worldwide's Glenn Minerley.

    Glenn Minerley • Jan. 28, 2020
  • Retail resolution: Watch everything Toys R Us does in 2020

    The team resurrecting the legacy retailer has taken a highly unusual approach and lessons abound for marketers, writes CM Group's Jason Grunberg.

    Jason Grunberg • Jan. 17, 2020
  • CCPA and the continued 'privacy paradox'

    Without consumer trust, the promise of personalization and digital marketing crumbles, writes Localytics CEO Jude McClogan.

    Jude McClogan • Jan. 13, 2020
  • Why USA Today's Ad Meter will get the Super Bowl wrong — again

    The system is an outlier in a comparison of different Super Bowl advertiser performance metrics that also highlights the need to assess offline buzz.

    Ed Keller • Jan. 08, 2020
  • No, the future of streaming is not bundled

    A flurry of platform launches coupled with murmurs of ad-supported content have some experts speculating that the future looks a lot like the cable bundling past, writes Branded Entertainment Network's Ricky Ray Butler.

    Ricky Ray Butler • Nov. 04, 2019
  • Brands should avoid death by a thousand data points

    Over-collecting or overusing customer data can risk trust, urging marketers to respect the data exchange and commit to ethical practices, writes Airship's Mike Herrick.

    Mike Herrick • Oct. 31, 2019
  • Update your strategy to woo today's new class of affluent millennials

    Despite their youth and sizable paychecks, the cohort is a more challenging target than its Gen X and boomer counterparts, forcing marketers to use nuanced and counterintuitive approaches, writes Gartner's Tim Barlow.

    Tim Barlow • Oct. 17, 2019
  • It's time for advertisers to reconsider the legacy agency relationship

    Returning to the long-term partnerships of a bygone era could bring quantifiable value and trust back to brands, writes Agency Mania Solutions' Bruno Gralpois.

    Bruno Gralpois • Oct. 14, 2019
  • The 'Joker' movement is no joke for brands

    Inspired by the hit film, StrawberryFrog's Scott Goodson explains how to crystallize and spark a brand movement.

    Scott Goodson • Oct. 10, 2019
  • For retail brands, there's never been a better time to mine millennial FOMO

    Taking full advantage of the experience economy requires more than the occasional loyalty perk, trunk show or Instagrammable moment, writes Aptos' Dave Bruno.

    Dave Bruno • Sept. 16, 2019
  • From data lakes to data lanes

    An obsession with technology has led marketers to lose sight of opportunities around identifying audience behavior and key moments in the purchase journey that can fuel a brand's growth, writes Wavemaker's Stephan Bruneau.

    Stephan Bruneau • Aug. 28, 2019
  • The boardroom's obsession with NPS is shortsighted

    Companies blinded by the single metric are doing their customers a disservice and sacrificing relevant insights that could turn profits and heads, writes Clarabridge's Sid Banerjee.

    Sid Banerjee • Aug. 21, 2019
  • Nevada's new privacy law is just the beginning

    Not many marketers could easily define the difference between something like the GDPR, the CCPA or other proposed state-level privacy laws. That needs to change, writes Adara's Angela Sultana.

    Angela Sultana • Aug. 14, 2019
  • Why Amazon should be at the center of every brand's e-commerce strategy

    To thrive in today's customer-driven landscape, brands must build agile e-commerce strategies with Amazon at the center, writes Feedvisor's Dani Nadel.

    Dani Nadel • July 31, 2019
  • Don't max out on your core: The value of secondary audience segments

    Focusing solely on your core audience can lead to missed opportunities for your business — or worse, writes Novarize CEO Alon Tvina.

    Alon Tvina • July 17, 2019
  • Marketers must boost their data confidence. Here's how they can do it

    It won't be long before first-party data becomes a dividing line in the industry, so what can marketers do today? Advertiser Perceptions' VP of business intelligence Stuart Schneiderman weighs in.

    Stuart Schneiderman • July 02, 2019
  • An advertiser's guide to navigating Amazon

    With the e-commerce giant's ad revenue catching up to Google and Facebook, advertisers should consider leveraging the platform regardless of whether they sell products on it, writes Brand Networks' Michelle Michael.

    Michelle Michael • June 18, 2019
  • Challenging the definition of brand safety

    While the industry settles on what brand safety means, companies are finding fresh ways to define the idea based on their individual values, writes Sovrn's Jeff Meglio.

    Jeff Meglio • June 11, 2019
  • Why New Coke is back

    ​Coca-Cola plans to feature its decades-old beverage flop in "Stranger Things." But the reason behind the move isn't nostalgia alone, writes Ericho Communications' founder Eric Yaverbaum.

    Eric Yaverbaum • May 30, 2019
  • What brands can learn from a year of GDPR in preparing for the California Consumer Privacy Act

    While there's been a surprising lack of large fines in the wake of GDPR and ongoing data misuse, more stringent legislation is anticipated in the near future, writes Qubit's general counsel.

    Jack Carvel • May 28, 2019
  • Why blockchain could realistically improve ad buys

    Now that the hype around blockchain in digital media has cooled, the industry should focus on creating efficient, decentralized marketplaces with fewer middlemen and greater transparency, writes Parsec Media's Marc Guldimann.

    Marc Guldimann • May 15, 2019
  • Let's not lose sight of the aspiration of native ads

    The ad industry shouldn't get bogged down in the details of ad products at the expense of greater purposes, writes the IAB's VP of Mobile Susan Borst.

    Susan Borst • May 09, 2019