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2 days ago | 
mi-3.com.au | Paul McIntyre |Brendan Coyne |Andrew Birmingham
What you need to know:In a landmark study, researchers, GPT-4-equipped individuals matched the output of full human teams and completed innovation tasks up to 16.4 per cent faster, often with higher-quality results. AI flattened the expertise curve. Junior or inexperienced staff using AI performed at near-expert levels, effectively collapsing traditional learning curves and levelling up organisational capability. Cross-functional silos smashed.
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2 weeks ago | 
mi-3.com.au | Paul McIntyre |Brendan Coyne |Shaun Lohman |Kalila Welch
What you need to know:Vistar Media is expanding its once digital-only OOH trading business in a bid to cover the entire market end-to-end with the acquisition of traditional outdoor media trading tech firm Adstruc. The platform launches in ANZ this month after 14 years in the US and will initially operate as a standalone offering under the Vistar banner. But the plan is to unite static and digital via a single DSP.
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2 weeks ago | 
mi-3.com.au | Jon Bradshaw |Shaun Lohman |Paul McIntyre |Brendan Coyne
What you need to know:WPP preparing for internet to be “95 per cent untrackable” in short order, and alt-IDs based on hashed emails to be regulated out, with Australia first to move. GroupM Nexus CEO Ryan Menezes suggests one-to-one targeting high risk, one-to-many prospecting for new customers much safer via cleanrooms where data never transferred. GroupM “never” wants to own data, given incoming risks.
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2 weeks ago | 
mi-3.com.au | Sam Buckingham-Jones |Kalila Welch |Paul McIntyre |Brendan Coyne
What You Need to KnowA US District Court has ruled Google’s ad tech stack an illegal monopoly, finding it abused market power across publisher ad servers (DFP) and ad exchanges (AdX). Google will appeal. Judge Leonie Brinkema said Google “willfully” dominated by tying AdX to DFP, locking up 90% of the global publisher ad server market and over half of ad exchange transactions.
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2 weeks ago | 
mi-3.com.au | Andrew Birmingham |Brendan Coyne |Paul McIntyre
What You Need to KnowB2B marketers sticking to annual planning cycles risk being left behind, with Forrester warning that volatility is obliterating traditional business playbooks. Forrester’s new report urges leaders to embrace ruthless prioritisation, real-time decision-making, and relentless customer focus to survive and thrive. Persistent geopolitical shocks, rapid tech shifts, and fast-changing buyer behaviours have rendered old strategies obsolete — slow movers will be punished.
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3 weeks ago | 
mi-3.com.au | Andrew Birmingham |Brendan Coyne |Paul McIntyre
What you need to know:REA Group’s customer excellence team has switched out a twoyear-old, product-centric B2B brand platform in favour of a new ‘Better is Big Deal’ approach anchored in customer value proposition and ROI benefits. The work was done in partnership with B2B agency, Green Hat, who was appointed to the agency roster in mid2024.
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4 weeks ago | 
mi-3.com.au | Kalila Welch |Andrew Birmingham |Shaun Lohman |Brendan Coyne
As Mark McKee from Freewheel articulated so eloquently on Tuesday at the Future of TV Advertising conference, media owners of long form addressable video inventory (AVOD and SVOD) are standing at what he described as a “fork in the road”. We can either stand back and let this wonderful large screen, sound on, unskippable targeted ad format capable of delivering both brand and performance become completely commoditised or we can work together as an industry to keep it clean and effective.
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1 month ago | 
mi-3.com.au | Jonathan Fox |Andrew Birmingham |Shaun Lohman |Brendan Coyne
What you need to know: Thinkbox head of research Anthony Jones took to Sydney's Future of TV Advertising event last week to present the UK commercial TV body's latest advertising ROI study, Profit Ability 2. The study, he says, proves advertising remains a profitable outcome for advertisers, with UK brands earning an average of £1.87 ROI for every pound spent on advertising within 13 weeks – lifting to £4.11 over two years.
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1 month ago | 
mi-3.com.au | Simon Larcey |Paul McIntyre |Brendan Coyne |Nadia Cameron
What you need to know:Direct business from brands is now the fastest growing part of The Trade Desk’s revenue, per ANZ boss James Bayes. He thinks that’s a direct result of marketers seeking to wean themselves of reliance on Google and Meta and was exacerbated by Google’s flip-flop on culling third party cookies – which led to a credibility crisis after years of relaying carefully honed first party data plans and investments to boards and stakeholders.
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1 month ago | 
mi-3.com.au | Andrew Birmingham |Paul McIntyre |Brendan Coyne
What you need to know:It’s the unsexy stuff that’s no longer dominating vendor keynote stages but lurking within the case study presentations in the session rooms: Marketing technology transformation, sans AI, to finally realise personalisation at scale and one customer view. Australian financial services provider, AMP, is one of those cases.
