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For years, marketers have focused on understanding the algorithm—how to optimize for it, work with it, and ultimately win it. But today’s consumers are quietly changing the rules. Rather than letting algorithms dictate what they watch, read, or listen to, people are becoming increasingly intentional about where they direct their attention. Audiences are embracing parasocial…

Marketers have never had more information available to them, yet greater access to data does not always produce greater confidence in decision-making. Across media, commerce, customer experience and brand measurement, organizations are confronting the same underlying problem: individual metrics can describe one part of performance while obscuring the larger system through which marketing creates value.…

  Artificial intelligence has moved quickly from experimentation to everyday use across advertising and agencies. AI already matters to marketing, media and creative work. What remains to be seen, however, is whether organizations can consistently turn AI use into meaningful, measurable and responsible business outcomes. ARF research among 203 U.S. advertisers and agencies shows just…

Byline: Co-Authors Jean Marc Papin, Blue Wind Advisory & Pedro L. Rodriguez, PLR Group Inc.  If there was one theme that emerged from conversations at Cannes Lions this year, it was this: organizations have moved beyond asking whether they should invest in AI. They’re now asking where AI actually creates value.   At the Shelly Palmer Innovation Series breakfast, leaders from Taco Bell,…

Strategic hire signals Screenverse’s commitment to accelerating programmatic growth and expanding DOOH’s role within omnichannel advertising strategies  NEW YORK, NY – June 4th, 2026 – Screenverse, the leading programmatic monetization partner for digital out-of-home (DOOH) media, today announced the appointment of Jonathan LaConti as Senior Vice President of Sales. The hire marks another significant addition…

‘Tis the season for advertisers to kickstart their holiday campaign planning, and with an estimated 1.328 trillion in holiday sales on the horizon for brands this year, the stakes are undeniably high. Yet, in the midst of fierce competition, fully capitalizing on this golden opportunity poses quite a challenge. To stay one step ahead of…