Media Future

Collective perspectives on where the advertising industry is going, brought to you by true[X].

As the Director of Creative Strategy for the true[X] Ad Studio, a big part of my job is to advise clients on how to get the most mileage…

Brian Cullen

Nov 26, 2018

The Business Model For Surviving The Media Apocalypse

If you work in the media industry, you’re probably aware of a seemingly paradoxical situation the business currently faces: A record number…

Chris Shively

Feb 4, 2018

Coming Soon: TV Loyalty Programs

I like to think the very first loyalty program was invented at a dusty bar in the Old West. Taking a liking to (or pitying) a mustachioed…

Michael Danahy

Nov 14, 2017

Challenges and Opportunities in the Land of Connected TV

“The Handmaid’s Tale.” “The Man In The High Castle.” “Stranger Things.” It’s no longer a surprise to hear that digital-only, fully…

Simon Asselin

Mar 12, 2018

Why those socially conscious ad campaigns won’t heal political divisiveness

A Wal-Mart commercial in which a diverse assortment of people carry chairs to a Pinterest-worthy outdoor dinner table. An Amazon ad about…

Caroline McCarthy

Oct 25, 2017

true[X]

Mar 24, 2016

Ad Blocking, Ad Avoidance, And The Reality of A Consumer-Controlled World

Joe Marchese

Mar 4, 2016

Command Attention, Command The World

Humans make a choice in every moment where to direct their attention. And, like energy, it can…

May I Define Your Attention, Please?

Advertising 2: Judgment Day

If you are in advertising and you don’t understand the statement made by the fact that Google Contributor even…

true[X]

Mar 4, 2016

What the experts had to say at #MediaFuture Conversations: San Francisco

true[X]

Apr 20, 2016

Media Future

Collective perspectives on where the advertising industry is going, brought to you by true[X].

The Impressions That I Got

The Business Model For Surviving The Media Apocalypse

Coming Soon: TV Loyalty Programs

Challenges and Opportunities in the Land of Connected TV

Why those socially conscious ad campaigns won’t heal political divisiveness

Ad Blocking, Ad Avoidance, And The Reality of A Consumer-Controlled World

Command Attention, Command The World

May I Define Your Attention, Please?

How are we defining “attention,” and how much should we be paying…

I’d Like To Teach The World To Ad Block

The Denominator Problem: Understanding the Rising Cost of Human Attention

Advertising 2: Judgment Day

What the experts had to say at #MediaFuture Conversations: San Francisco

On Viewability, Accountability, And Corn