Scott Galloway thinks fraud will take down digital advertising. He's wrong.
Galloway says 'The edifice of digital advertising is unstable and likely to collapse.' Columnist Mike Shields argues ad spend is only increasing.
Mike Shields
Former Advertising Editor
TV advertising needs to move a lot faster to fix its targeting problems if it wants to beat YouTube and TikTok to mainstream ad budgets
You have to wonder if TV gets its targeting act together if there will be any people under 60 worth targeting, as many cut the cord during COVID-19.
Amazon, Google, and now Facebook are pushing into cloud gaming, which could finally give advertisers a way into this market
Introducing advertising to cloud services could open them to a much wider audience. Or it could completely turn off gamers.
As TV giants push their legacy businesses to the background, it may be time for them to embrace selling like Facebook and Google do
Ad sellers need to quickly pivot to a 'platformization of sales' and strategic partnerships to stay competitive, columnist Mike Shields argues.
The fundamental mechanics of a $330 billion-plus global digital advertising market are set to crumble — and most CMOs don't have a plan
Apple, Google and the US government are completely rewriting the rules of digital marketing just as advertising is getting more data-driven than ever.
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Advertisers: If you actually care about the Black Lives Matter movement, pull your ads from Fox News
If brands truly care about the Black community, they should start with "defunding" Fox News, columnist Mike Shields argues.
Older fans may leap back into watching sports on TV post-pandemic, but networks are going to have a tougher time winning back younger viewers
After months of being trapped in our homes, columnist Mike Shields wonders if new entertainment habits will stick.
Advertising is coming to video games, and the shift could happen sooner than marketers think
As video games surge in popularity during the pandemic, brands and gaming companies could consider running ads there.
The Summer Olympics will be postponed, and that could lead to an unprecedented media disaster with tons of ramifications
Even if NBCU recovers from Tokyo's Games being called off, broadcast networks would be damaged overall, says BI columnist Mike Shields.
Tech companies like Samsung are moving into the advertising business, using data to target people — but it will take a lot more than that to succeed
Samsung Ads could make it big — if it reaches its audience correctly, says BI columnist Mike Shields.
Samsung's new Star Wars-like bot could become the digital hub of the connected home — and that should worry Google and Amazon
The home assistant is incredibly cute — and terrifying at the same time, says BI columnist Mike Shields.
The 2010s were supposed to be all about tectonic shifts in media and advertising. Here's a look back at the blockbuster deals that did — and didn't happen.
Just think — the streaming wars never would have happened if Verizon hadn't launched Go90.
NBCU and Comcast's new streaming service Peacock just isn't bold enough and they may lose the streaming wars. Here's what they should do instead.
Expert Mike Shields said Peacock should aim higher than being NBCU's streaming play — and aspire to become the ad-supported premium video hub.
TV has peaked just like the magazine industry did, and TV ad executives refuse to accept it
People inside the magazine world didn't see the party about to crash then, and TV people don't seem to see it now, says contributor Mike Shields.
Roku is hot, but it may need to sell if it wants to take over the TV ad business
Roku generated plenty of buzz with its $150 million acquisition of the ad-tech firm Dataxu. What's next? It may be time to sell to a tech giant.
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Brands are stuck paying for declining audiences for sports. They need to figure out a way into games like 'Fortnite.'
Contributor and former BI advertising editor Mike Shields argues that the publicity "Fortnite's" black-hole spectacle brings is perfect for advertisers.
The digital ad business can't police itself. It's time to let the feds do it.
The digital advertising business is getting squeezed from every direction. But is heavy regulation such a bad thing?
TV execs are vowing to work together on advertising — but buyers are getting impatient
BI PRIME: One of the biggest themes at Advertising Week was the TV industry's need to protect itself against Facebook, Google, Amazon and Netflix. That had executives pledging to radically change the commercial TV model while vowing to work together
Google may have pulled off a TV ad-tech coup just as Comcast and Disney were duking it out over Fox and Sky
BI PRIME: Disney and Fox spent much of the past year in a prolonged, high stakes bidding war for Fox and Sky. Their battle may end up benefiting an unexpected player: Google.
Amazon has discussed building its own advertising technology for OTT TV — and it would put it in competition with Comcast and Google
BI PRIME: Amazon has discussed building proprietary ad tech for TV and video. And it has had conversations with some big video players about someday licensing the tech, which should make Comcast or Google nervous.