Increasingly, ad agencies are acting as principals rather than agents, meaning they acquire and own the media they resell to their clients. Keep reading if you want to understand the implications of that.

Based on this week's release of phase 2 of the ARF's validation initiative, it's complicated.

The old joke about surveys is that the best thing about them is also the worst: people answer the questions. Meaning, there is inherent mushiness in every survey result.

A new ANA report benchmarks the use of principal media-buying by agencies, but it raises more questions than it answers about the true magnitude of the practice. That said, a significant percentage of ANA members aren't even familiar with how it works.

Mix and attribution models have always been about the input data, and when Horizon Media began ingesting audio, it found a surprising result: better ROI.

Following some criticism that was a step backwards for out-of-home, MRC chief George Ivie explains how it's really just a building block for something much better.

In the case of the headline above, it's Ascential plc's WARC unit, which made that declaration this morning, supplanting search, which still is the biggest ad medium in other forecasters' books.

A big marketing myth is that people don't shop in line with their values. There is no such thing as a consumer value-action gap. The real gap is what marketers know about people's values.