By Noah Ziegler Fragmentation isn’t only indicative for viewing experiences—it applies to platforms, networks and brands looking to capture the attention of viewers in a highly competitive environment. However, gone are the days where dedicating a high number of dollars for ad buys translates to resonation among fans. Instead, attention is earned by partnerships and […]
By Alyssa Boyle Sports Illustrated launched a free ad-supported TV (FAST) channel this month, SI TV, which is now available to watch on TV distributors including DirecTV, Plex and Amazon’s Fire TV, with more distributors such as Roku to join that list soon. Cynopsis caught up with Steve Cannella, the publication’s editor-in-chief, about why this […]
Nike advertised on the Super Bowl last year to acclaim after a 27-year hiatus – but is sitting out this time around (though it will continue to have an on-screen presence with players’ apparel). Crystal Foote, Founder and Head of Partnerships at Digital Culture Group (DCG), explains why are brands shifting away from single-event buys […]
Ivan Doruda, CEO, MGID The industrial revolution flooded markets with mass produced goods, making now essential items accessible for the general population for the first time. It also created the luxury market, where those who wanted quality or status sought the handcrafted works of artisans rather than the works of factories. Today, as the AI […]
CES 2026 was about more than gadgets – it offered a view into how media businesses can invest, innovate, and grow. Susan Schiekofer, US Chief Media Officer at WPP Media, shares her takeaways from the event and how today’s trends are shaping the company’s strategy. Innovation in media and sports: CES 2026 reinforced what we believe […]
In 1984, Lori Rosen founded the Rosen Group, a PR firm built around media awareness and thought leadership. Rosen reflects on the past, present, and future of an ever-evolving industry. We could spend all day (or week or year) discussing how the PR and media landscape has evolved since 1984, but what has remained constant? […]
By Mathieu Roche, CEO and Co-Founder at ID5 Identity has been evolving for years. Every signal change, every browser shift, every policy update has added another layer of complexity. And while cookies remain in Chrome, the broader ecosystem has already moved on. One of the clearest learnings from the 2025 State of Digital Identity […]
By Justin Fromm, Head of Insights, Samsung Ads Performance marketers are rethinking what drives conversion. The once-reliable engines of measurable marketing—search and social—are losing momentum. Generative AI is reshaping how consumers discover information, siphoning off clicks and eroding the predictability of SEM. Pew Research found that AI-generated summaries have already […]
By Chris Hogg, Chief Revenue Officer, Lotame In 2026, the way consumers watch video won’t change — but the way marketers plan for it will. Consumers already move seamlessly between streaming, social, mobile, and linear environments. They don’t pause to distinguish between “CTV” and “digital video,” and they don’t experience those formats as separate […]
Audiences are growing increasingly resistant to work that feels over-produced, impersonal, or disconnected from real culture. At the same time, brands have access to unprecedented creative power, regardless of budget. Will Trowbridge, CEO and Founder of social-led creative agency Saylor, talks strategy in the new world of advertising. What is enabling the rise […]
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