• by Joe Mandese  @mp_joemandese, December 31, 2024

An analysis of Madison and Wall publisher Brian Wieser's contribution about new media-planning paradigms in a report commissioned by the Coalition for Innovative Media Measurement was the most-read Planning & Buying Insider column of 2024. Among other things, Wieser predicted audience guarantees will persist as part of TV advertising buys.

Two guest columns ranked No. 2 and No. 3, respectively: Qnary's Mary Snauffer's analysis about "How Instagram Became LinkedIn For Millennials;" and Kantar J. Walker Smith's counter-intuitive rationale about why Gen Alpha is not in fact a generational cohort.

Columns about the impact of AI and alternative currencies dominated much of the rest of the most-reads, including Laurie Sullivan's column about how Microsoft's "Media Co-Planner" is becoming the "Copilot of Media Planning," and this author's coverage of a panel discussion about how publishers are utilizing bots to boost their engagement and advertising revenues at MediaPost's "Publishing Insider Summit," as well as a frank conversation with long-time agency media chief Matt Seiler on why AI and media people need to be grouped as organic and digital "workers."