"The data clearly debunks the perception of globalization going into reverse gear. Globalization is not just a buzzword, it's a powerful force that has transformed our world for the better," says DHL CEO John Pearson, adding: "we can build a brighter future that benefits us all, creating a world that is more interconnected, more prosperous and more peaceful than ever before."

It's not the MRC, because the council will be the ones validating the new cross-media measurement system -- and its virtual IDs, or VID -- when they roll out.

Question: If a company gets the JIC's stamp of approval, why would it go through time and expense of an MRC audit simply to get another one?

The problem with the next media epoch -- the one we are living through now -- is that we may be giving up more than we planned or wanted to, namely our own agency.

Fun fact: I actually struggle with headlines. But when I began drafting this column after reading "The New York Times" column about one of its writer's conversations with Microsoft's new AI-powered chatbot "Sydney," this one just came to me.

Five years after Rishad Tobaccowala made the bold prediction that the supply of consumer ad exposure would decline 30% or more, it has actually increased. Nowadays, he notes the future also is elastic.

Forced topicality aside, Wieser makes some excellent points about the nature of the ad biz, and especially why the clients of big agency holding companies don't "do" local media buys. Or at least, why those agencies don't advise them to.

"One thing I find shocking across the industry broadly, is a lack of appreciation for history," Brian Wieser quipped in his "final" podcast. "I say this as someone who replaced someone at another agency who started in 1948."

"At some point over the past few decades, we, as a society, have decided, intentionally or not, to accept the process of viewing ads in exchange for consuming 'free' content on the internet," law professor Jonathan Askin tells the FTC. Remove the word "internet" and the same thing could be said of all ad-supported media over the past few centuries.