After WPP reckoning: The case for and against principal media

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It has been more than 10 years since the Association of National Advertisers published its bombshell principal media and transparency study. As of late, however, the topic has once again become the industry’s current zeitgeist.

Look no further than the recent WPP whistleblower filings that’s dominated headlines. In the filings, a former WPP exec critiqued GroupM’s trading practices, including its rebate-driven deals.

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Ad Tech Briefing: The industry is rethinking its foundations as a new world order is established

News flash: The ad industry is entering a period of profound transition as artificial intelligence reshapes how media is created, distributed, and monetized — the problem is, it’s not really clear how that’s going to play out.

As the industry’s 2026 conference season pauses, the consensus among many attendees of gatherings such as CES or the IAB’s annual leadership meeting is likely to be that few in the industry really know exactly where it will land.

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