This week, The Drum's US editorial team is reporting live from Advertising Week New York 2023. These are the insights we’re hearing on the ground from the industry’s top players.
A federal court has shot down arguments by the Federal Trade Commission (FTC) that Microsoft‘s $69bn bid for Activisoin Blizzard would unfairly impede competition. The decision clears the path for the purchase – which could bolster Microsoft‘s business in more ways than one.
As signal loss and regulatory change increasingly hamper media measurement, a return to marketing mix modeling is crucial, writes Gartner's Matt Wakeman. But the strategy proves most effective if a handful of specific optimization tactics are employed.