Meta advertising isn’t just big — it’s massive and still expanding. In 2025, Meta’s advertising ecosystem captured roughly 42% of all global social media ad spend — an estimated $87 billion — dwarfing ...

Creative, labeled as ‘non-working’ media, is responsible for driving 40-70 per cent of an advertising campaign’s performance, yet it has been deprioritised and undervalued. Global advertising spend is ...

B2B advertising has finally outgrown its obsession with vanity metrics. Today, the smartest players in advertising are trading broad impressions for tangible business outcomes. Traditional metrics ...