#media buying
articles
Retail
Retail Marketers Are Planning Holiday Campaigns Earlier as ROAS Pressure Builds
A 487-marketer survey shows rising media costs and generational timing gaps are pushing holiday campaigns into earlier s...
Technology
Goodway Group Tests Agentic Media Buying Against Supply-Path Controls
The indie agency's strategic partnerships lead explains why AI agents must pass the same transparency and verification t...
Companies
Agencies Are Shifting From Media Buying to Proof of Performance
As execution becomes a commodity, brands are demanding independent proof that their ad spend worked. The Omnicom-Interpu...
Companies
Agency Holding Companies Are Dangling AI Sweeteners to Grow Principal Media
Holding companies are bundling free AI tokens and data services into principal-media deals to feed high-margin growth, w...
Companies
Sports Dominates Upfront as Deals Wrap; Cable-Only Networks Feel the Squeeze
The 2026 upfront market is nearly complete, with 75-80% of commitments placed. Sports content drove negotiations but als...