Views still have a role. They tell marketers whether content is reaching people and whether audiences are watching. The problem comes when that becomes the verdict on whether creator media worked.

Building on AI Max's "one-click" experiments late last year, Google unveiled new A/B testing tools for search ads using a demo that took ten clicks to execute.

I'm publishing them verbatim, because Nielsen had not responded to my questions asking to explain explicitly what they are, how they work and why they are improvements.

Oops, I mean "The Gauge," but you get my drift. Footnotes aside, Nielsen has spent months willfully publishing bogus, lame duck data spinning streaming's dominance during the upfront even though it knows it's wrong. Why?

What's needed is a true, comprehensive theory of advertising. It must explain why and how an ad can cause a person to change his or her buying behavior.

Reddit is one of the most underused and undervalued B2B marketing channels. Whilst this platform has traditionally sat outside of the B2B media mix, perceptions of it are changing at speed. Brands are now recognising that Reddit provides something unique: access to niche and intent-rich communities where conversations are happening between real professionals around tools, vendors, and workflows.  It's a gold mine of specific audiences in one space who are actively seeking solutions and problem-solving in their own language. Relevance and intent are increasingly harder to access on platforms where users passively scroll, making Reddit impossible to ignore. …

For all the talk of “omnichannel marketing,” sports remains the most complete, most mature expression of it —long before the term was ever applied to retail, media, or brand experience strategy.  At its core, sports seamlessly integrates physical presence, experiential intensity, and digital amplification into a single, continuous ecosystem. It is one of the only cultural forces where these three dimensions don’t compete for attention — they reinforce one another in real time. Start with the physical layer. Live sports remain one of the last mass gatherings at scale. NFL stadiums or NBA arenas …

Everything about marketing is about capturing as much of people's time as possible. More than money, we want people's time. As much as we can get.

Marketing has gotten very good at finding customers. But it's not so good at keeping them. Here are three moves that can change that.

When the largest players in the ecosystem start certifying supply -- sharing demand signals upstream, and pre-qualifying paths before the bid -- they are highlighting something important: the open auction, on its own, has limitations.