A new analysis released this morning by the IAB estimates digital video has overtaken linear TV share of ad spending and will increase that margin significantly heading into this year's upfront marketplace.

As the news of a 10% minimum tariff on all foreign trade partners has swept over the nation and sent markets reeling, business leaders have been left with looming uncertainty about the impact these changes will have. While much is still unclear - and changing day by day - there is little doubt that industries spanning retail, CPG, tech and automotive are all bracing for impact. Brands and consumers alike will have to navigate the evolving impact of tariffs, leading businesses across all industries to look to reorient their advertising strategies and budgets. If the past two decades …

In advance of the ANA's Advertising Financial Management Conference, I sat down for a no-holds-barred conversation with Acadia CEO and Co-Founder Jared Belsky to discuss his unique views on principal media-buying, and much, much more.

Trust is everything. And nothing. Even brands and institutions that are deeply mistrusted can still succeed. Which is precisely the way of the world these days. Everything is mistrusted, yet everything still works, at least well enough.

It's been about 30 years since the birth of the modern optimizer, and based on new data from WPP's CMI Group, it may be time to embrace "orchestration" instead.

Weeks after WPP acquired InfoSum for an undisclosed sum, there still are many unanswered questions. Here are a few of them.

Ad buys are a lot like lunch. There ain't no free ones. Or in the case of the burgeoning CTV ad marketplace, there are no cheap, high volume ones either. That was the big take takeaway from the CTV ad fraud panel that closed out Tuesday's CIMM East conference in New York City.

For the most part, though, marketing can get by perfectly well with imprecision. All that matters is knowing whether one choice is better than another. It doesn't matter how much better or how much worse. It's yes or no, on or off, launch or shelve, the current or the new. A big enough chance of success or not. Above the threshold of action or below.

More than ever, advertising agencies are acting as principals rather than agents. That means they acquire media - therefore becoming the owner, or "principal," of that media - and then resell the media to their clients. Marketers need to be educated about this so they can make informed decisions about the role of principal media for them.

I can hear you gasping, but bear with me. Unless consumers want something, it doesn't matter whether they need it or not. They won't buy it. Wants, not needs, motivate purchasing.