As digital platforms decay under the weight of their own algorithms, younger audiences like Gen Z are tuning out traditional ads in favor of authentic, people-driven spaces. That shift is forcing healthcare advertisers to rethink how and where they

Rumors of traditional SEM’s death are greatly exaggerated, but that doesn’t mean you can put off thinking about AI when it comes to a holistic search strategy in healthcare marketing.

In school, the typical group project has four kids. Whether it’s a chemistry lab, group oral report or independent study group doesn’t matter. The dynamics are strikingly similar regardless. The…

The sell side desperately wants a role in curating ad inventory for buyers, but are we paying attention to the right "curation?"

Tom Hespos explores what the PAIR protocol is and how can it be used by HCP media planners.

Why do we continue to invest in the intrusive tech that got us into trouble in the first place? Can I get some space here? We are still woefully unprepared for crumbling cookies, though that might not be the problem. The problem is that people don’t…

With all that ails the open web, is it time to constructively break things? No MidJourney prompt here. This actually happened. Oops. What doesn’t kill you makes you stronger, right? “They lurrrrrve it when somesing breaks,” Philippe exhaled. “It lets…

You were the chosen one! It was said you would destroy the Sith, not join them! Last week, I took the week off. Not just because deliverables are heating up at work, but also because this week’s Digital Deadly Sins is a tough one to write. It’s…

Or, you know, neither. Midjourney Prompt: An image in the style of Norman Rockwell, of two children facing each other at opposite ends of a wooden-frame sandbox. They are mad and pointing accusatory fingers at one another, while mushroom clouds…

And we expect a pat on the back because we're clever, dammit. It is in our nature to game systems. In my house, we put a very simple rule into place. It’s one that should be familiar to you from the very first time you shared living space with anyone…

Even before ChatGPT set things ablaze, digital media relied too heavily on robots minding the store “This doesn’t even make sense.” I’m processing what’s been done to my resume and trying to pick my jaw up off the floor while giving some sort of…

How Tom Deierlein helped the mission to prove digital advertising's real value “You have to meet this guy.” It was my boss, Cheryl Benton, who introduced me to Tom Deierlein. She described him as a highly-motivated and hardworking West Point grad,…

Cookie cutter media is winning because of its scale, ease and quickness to market “It’s like where our media plans go to die,” she explained to me. The document on the left described the wonderfully bespoke media plan we had put together for the…

Privacy legislation and cookie deprecation could give rise to a new wave of contextual ads It’s a complex mix of issues that are contributing to the death of the ad model in digital. We’ve covered a few of them here, and there are more on the way.…

By Tom Hespos January 9, 2024 Share In a world where digital advertising is increasingly complex and fraught with challenges, the role of robust campaign governance has never been more critical. Recent well-publicized research from Adalytics brought…

Three decades after the fact, it's time to come to terms with the third-party cookie zombie It’s 2024. We still haven’t gotten rid of third-party cookies. And I am surprised, like, not at all. Digital media’s disrespect for user privacy is just about…

I’m tired of the lament over brands. I’m tired of branding advocates whinging constantly over why brand loyalty doesn’t exist anymore. If you’re one of those, let me give it to you straight. It’s because so few brands stand for anything anymore. Over…

It's not just about making millions in questionable arbitrage. It's about corporate outcomes, too. “I’m sending over the spreadsheet,” said the media supervisor. “There’s something I need you to see.” When she said it, it was with an overarching…