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ISBA challenges proprietary media, Unilever rethinks big ads, and AI interfaces open new contextual ad formats.

How niche creators shape long-term behaviour by building habits inside communities, not just driving short-term attention.

New OOH measurement launches, Gen Z trusts influencers over brands, and AI reshapes media effectiveness models.

In a world optimised for speed, museums are redesigning calm. Why experience quality — not spectacle — is the real battleground.

Anthropic’s ad-free AI stance, the push to rethink measurement, and how virtual product placement is reshaping video advertising.

Display media isn’t broken, it’s mismeasured. Why we should treat display like digital out-of-home, not a last-click performance channel.

YouTube exits BARB, Meta trials premium subscriptions, and premium video fragmentation reshapes how brands buy streaming inventory.

As YouTube pulls out of BARB reporting, marketers face a renewed challenge: fragmented metrics, weaker accountability and harder AV budget decisions.

OpenAI tests ads in ChatGPT, the BBC builds shows for YouTube, and TikTok improves off-site measurement for advertisers.

ChatGPT ads signal a shift in search behaviour. What brand marketers need to know about incrementality, zero-click impact and Google’s role.

Luxury brands return to gaming, future CMOs back AI with humanity, and leaders call for bolder creativity to drive growth in 2026.

Why B2B SaaS marketers must move beyond lead capture and focus on value, trust, and being known across the buying group to drive long-term growth.