A larger audience can make a media plan look stronger without improving its acquisition value. For brands buying multicultural streaming inventory, the harder task is expanding reach while preserving a clear connection to viewers. Revry’s programmatic exchange, PrismRiot, is built around that
Stagwell’s acquisition of Freestar gives its media business closer access to publisher inventory and audience data. For advertisers, the commercial test is whether that access can improve acquisition costs and campaign returns. The deal has closed, with no price disclosed by the companies. Stagwell
The modern cityscape no longer serves as a mere backdrop for static images but has transformed into a responsive network that anticipates human behavior and environmental shifts in real-time. This evolution marks a fundamental departure from the traditional understanding of Out-of-Home (OOH)
A sudden spike in click-through rates combined with near-zero time-on-site often indicates that a campaign has been targeted by botnets. In the current landscape of 2026, this scenario has become the rule rather than the exception as automated systems continue to dominate the global web
Walmart Connect is contacting advertisers directly with an offer of on-site brand lift studies to help them assess their spending. For media buyers, the question is whether those findings will strengthen the case for investment. Brand lift and incremental sales measure different outcomes. A change
Agencies and brands must now navigate a system where Google's AI decides which publishers and packages receive premium placement in the Marketplace carousel. This significant shift arrives as part of the Google Marketing Platform Drops, a series of monthly updates designed to enhance the agility of
