The concept of principal media – in which agencies invest in media at non-disclosed prices to resell to clients – was on the rise this year. With this increasing prevalence, the ANA published a report focused on its implications for marketers, highlighting the significance of transparency and ethical practices in media buying, as well as the potential risks involved with these strategies.
In our latest WTF series, we aimed to simplify complex industry concepts to help marketers navigate their strategies effectively. This year, we covered diverse topics, including Google's Attribution Reporting API and the implications of cookie policies in Chrome, exploring how these technological shifts may influence advertising metrics and conversions moving forward.
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