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Industry Insights

  • Why Sports Marketing Still Has One Major Blind Spot

     Leading Edge   May 15, 2026  

    Bad Bunny’s Super Bowl LX halftime surge shows static sports audience plans miss real-time viewers. FIFA World Cup 2026 marketers may need contextual targeting and live measurement.

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  • Consumer Journey Is Breaking Attribution — Here's How to Fix It

     Leading Edge   May 13, 2026  

    Net Conversion research shows AI and streaming fragmentation are lengthening consideration and breaking attribution. Marketers need predictive media mix modeling that links upper-funnel trust to sales.

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  • What AI Means for Media Agencies

     Pulse   May 13, 2026  

    Omnicom Media North America CEO Ralph Pardo argues AI is finally delivering tangible value across media agencies.

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  • How Retail Media Can Overcome First-Party Data Limitations

    Leading Edge   May 11, 2026  

    retail media, first-party data limits, third-party data enrichment, retail media networks, data interoperability, clean rooms, CDPs, omnichannel activation, advertiser expectations, privacy governance, identity resolution, ecosystem partnerships, B2B2C insights, audience coverage gaps, data transparency, activation scale, advertiser growth, 2026 retail media trends

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  • Turning Insight into Advantage: Interview with Lindsay Egan of Gain Theory

     Pulse   May 11, 2026  

    Gain Theory argues that marketing's value gap persists because insights rarely translate into decisions. Ahead of the ANA conference, Lindsay Egan explains how data excellence, AI, and long-term measurement could turn analytics into competitive advantage.

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  • The Industry Is Building AI Agents Before It Teaches Them to Think

     Leading Edge   May 8, 2026  

    Agentic advertising makes campaigns faster, not smarter. Real gains come when brands define growth objectives and give agents decision logic that aligns performance across platforms.

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  • Data Integrity as Differentiator: Interview with Jerry Nichols of Bottomline

     Pulse   May 7, 2026  

    Jerry Nichols of Bottomline argues that data integrity, not AI alone, determines marketing intelligence. Ahead of ANA's Closing the Value Gap conference, Nichols explains how governance, quality frameworks, and trusted data could shape more defensible AI-driven decisions.

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  • ANA and 4As 10 Positive Pitch Principles

     Pulse   May 6, 2026  

    The ANA and 4As release 10 principles designed to make the agency pitch process more transparent, fair, and efficient for both marketers and agencies. Mismanaged reviews could cost agencies significant resources and damage long-term partnerships, making this framework a timely guide for both sides.

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  • Closing the Gap Between AI Promise and Practice

     Leading Edge   May 6, 2026  

    More than half of ANA members say the pace of AI change feels overwhelming, yet 83.5 percent remain curious. The Hands-On AI Tool Sandbox Series shows how marketers could evaluate AI tools for real workflows, relevance, and long-term fit.

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  • You're Being Told to Trust the Algorithm — Here's How to Actually Evaluate It

     Leading Edge   May 6, 2026  

    As AI‑driven automation accelerates across major ad platforms, marketers face growing performance gains paired with shrinking transparency. Measurement tools have not fully kept pace with automated campaign formats, creating risk when teams can’t verify what algorithmic decisions actually drive results. A practical framework—holdout testing, clearer evaluation questions, signal diagnostics, and selective use of automation—helps advertisers maintain control, ensure accountability, and confirm whether AI truly improves outcomes.

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  • AI Is Your CX Co-Pilot, Not Your CX Commander

     Leading Edge   May 4, 2026  

    Enterprises aspire to deliver seamless, personalized, human‑first customer experiences, but fragmented data, siloed teams, and rapidly shifting privacy and AI dynamics make this difficult. The path forward requires unified identity, first‑ and zero‑party data strategies, strong governance, cross‑functional alignment, and AI that enhances—not replaces—human interaction. By prioritizing a connected, human‑centered data ecosystem, brands can enable real‑time personalization, build trust, and create resilient, future‑ready CX.

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  • Interview with Matt Andrew of Ekimetrics on How to Drive Business Success

     Pulse   May 4, 2026  

    Ekimetrics partner Matt Andrew explains how marketing measurement and MMM are evolving into decision systems for accountable growth, with case studies from L'Oreal and Accor. The discussion explores ROI, tradeoffs CMOs face, and why speed and adoption may matter more than perfect rigor.

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  • How to Harness AI and Data Ethically and Effectively

     Leading Edge   May 1, 2026  

    Marketers need responsible AI, clean data, and governance to close planning gaps and drive measurable impact.

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  • Advertising Day on the Hill: Interview with ANA's David Buzby

     Pulse   April 30, 2026  

    Ahead of ANA's Advertising Day on the Hill, David Buzby explains why advertising supports more than twenty percent of U.S. economic activity and outlines industry priorities on privacy, taxes, and AI. The discussions highlight growing regulatory pressure and the case for a unified federal approach.

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  • Inside the CEO–CMO Confidence Problem

     Leading Edge   April 29, 2026  

    Boathouse's Fifth Annual CEO Study finds marketing alignment rising while trust and confidence in growth impact stall. The research highlights a widening gap between CEO expectations, CMO perception, and how AI and data are actually used across the enterprise.

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  • PR and Procurement: A Conversation With PR Council's Kim Sample

     Pulse   April 28, 2026  

    PR Council president Kim Sample discusses how AI, procurement, and reputation are reshaping PR ahead of the ANA Advertising Financial Management Conference. The conversation frames earned media as a balance sheet asset and outlines what finance leaders now expect from communications.

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  • Why TikTok Shop Is Causing a C-Suite Rethink

     Leading Edge   April 27, 2026  

    TikTok Shop’s rapid U.S. growth signals a shift from discovery-only social media to full-funnel commerce. Brands now face organizational and operational changes as creators, content and sales converge.

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  • The CMO’s New Responsibility

     Leading Edge   April 24, 2026  

    As CMOs gain greater financial influence and operate as data‑driven growth leaders, they have a pivotal opportunity — and responsibility — to advance more women into power roles. By owning revenue, partnering with finance, increasing visibility, and actively sponsoring women, CMOs can help reshape leadership pipelines and drive long‑term equity across organizations.

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  • When Facts Are Available, Guessing Is a Choice

     Leading Edge   April 22, 2026  

    The advertising industry no longer needs to rely on modeled estimates; deterministic data now exists at scale and provides a more accurate foundation for decision-making. As marketing enters an accountability-driven era, real-world signals should replace outdated modeling as the primary system of record.

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  • 10 Things You'll Learn at the 2026 ANA Brand Masters Conference

     Pulse   April 20, 2026  

    A preview of the 2026 ANA Brand Masters | ICONS conference, outlining 10 lessons on creativity, AI, culture, and preference that define how enduring brands are built.

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