Marketing

Upfronts Advertisers Say They Want Outcomes – And Amazon Licks Its Chops

2026 may be the year of AI, but the buzzword as television advertisers head into the upfronts season is “outcomes.” And Amazon Ads is drooling about the sales prospects. “TV is historically largely reach-based, and most upfront spending still reflects that,” Lily Tong, Amazon Ads director of brand and cross-channel measurement, told AdExchanger. “But what

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Social Media App Spill Wants Relevance More Than Reach. Can Its Culture‑First Ad Model Scale?

When Twitter began to unravel under new ownership in late 2022, Black users were among the first to look for the exits. Changes to content moderation and enforcement rattled communities that had long treated “Black Twitter” as a cultural home. Brands were rattled, too. The changes at Twitter left advertisers asking whether the platform remained

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Media Buying Briefing: Rival trade bodies emerge to contend programmatic’s future

The introduction of agentic media planning and buying tools has brought programmatic advertising to a crossroads. But efforts to unite the media and ad sector and settle on a way forward are split between two groups both vying to become the industry’s pre-eminent forum — and their competing philosophies. In one corner, there’s the IAB

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