Why Marketing with Sustainability is a Must: Consumers today demand more than great products—they want brands that reflect their values. A Nielsen report found that 73% of global consumers are willing to change their consumption habits to reduce environmental impact. By integrating sustainability into your marketing strategy, you can build trust, foster loyalty, and drive growth while making a meaningful impact. This quick guide explores how to align your marketing efforts with sustainability practices to gain a competitive edge and connect with the modern conscious consumer.

Measurement is one of the industry's biggest challenges. The IAB State of Data 2022 report released Tuesday reveals that many executives are less prepared for the deprecation of third-party cookies than first believed, and there is a great deal of work to be done to mitigate the risks to revenue, brand visibility, and customer relationship management. The IAB called on the industry to form universal measurement standards during the company's annual leadership study, citing Meta's $10 billion revenue hit based on changes in privacy standards. The data concludes that advertisers “are on the brink of losing their ability to measure advertising campaigns.” As the industry’s sense of preparedness grows, implementations have made little progress.

If you thought the punchline was going to be a Wanamaker paraphrase, "the trouble is I don't know which two-thirds," you might be right. But the point of this column is that AI-enabled media-buying now has a benchmark -- 69.5% -- according to GroupM, which devoted a chunk of its mid-year update to calculating that figure. It also updated its own internal estimate for when AI-enabled media buys will top 90%. "Two years ago, we said we would pass 90% by 2032. We are now going to hit more than 90% in 2029, three years earlier than we had previously predicted based off of just how quickly this space is growing and how quickly tools are being incorporated," GroupM Global President of Business Intelligence Kate Scott-Dawkins late last week said during a press briefing ahead of today's update release.