The New York Times' advertising arm is finding it can write its own future through technology.

Mixed confidence around using AI to measure, optimize and analyze campaigns has begun to make marketers uneasy as their companies demand better performance based on budgets. An MiQ study shows gaps that marketers must close.

A licensing deal with Netflix is being watched - allowing iHeartMedia to compete with YouTube - and integrations with tech firm StackAdapt and Amazon Ads, the company's advertising arm.

If a growth management advisor finds opportunities to improve a company's business by establishing metrics and measurement, the business becomes less dependent on internal politics. A consulting firm can work across a company's business, whereas the business units within the organization may not have the authority to do so.