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.

That's what a London-based anti-ad-fraud advocacy group wants you to understand, and it begins with knowing who your customers are.

"Alex's book will be the 'Ogilvy on Advertising' for the digital age," touts the publisher of Meta CMO Alex Schultz's "Click Here."

The robots are coming for media planners, or so claimed a recent column here. As CEO of an independent media agency, I can assure you the obituary for human-led media planning is premature.

Consumers have no gripe with marketing, especially not with ads. Consumers like ads. What they dislike is clutter.

"In small stores, shoppers revisit aisles multiple times and so encounter the same ads and messages multiple times, creating a higher frequency of exposure. That builds memories through aggregate attention, which drives memory-based outcomes such as awareness, consideration and intent," explains Lumen's Mike Follett.