![ECI-THINKS Image](https://26634625.fs1.hubspotusercontent-eu1.net/hubfs/26634625/ECI_2023/Images%20+%20Video/eci_thinks%20(1).png)
![The uncertain future of TikTok in the United States](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/shutterstock_228929614.jpg?width=389&height=260&name=shutterstock_228929614.jpg)
- Is it the end of the road for US TikTok?
![The power of reach as a core KPI](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/Picture35.jpg?width=389&height=260&name=Picture35.jpg)
- Is reach still the most critical Key Performance Indicator (KPI) for marketing today?
![The cookie is finally crumbling](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/shutterstock_1463056847.jpg?width=389&height=260&name=shutterstock_1463056847.jpg)
- The death of the cookie has been a long time coming, but it seems that 2024 will be the year Google kills it off. Is the advertising industry ready?
![The rise of the ad-dodgers](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/shutterstock_2220103703.jpg?width=389&height=260&name=shutterstock_2220103703.jpg)
- By paying for ad-free subscriptions, affluent consumers are turning into ad-dodgers. What can marketers do about it?
![Super-premium advertising opportunities: are they worth it?](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/shutterstock_2228697353.jpg?width=389&height=260&name=shutterstock_2228697353.jpg)
- Brands shell out millions for Super Bowl spots or Christmas ads, hoping to go viral and capture the zeitgeist. But are these super-expensive ads worth it?
![Netflix gaming: a new frontier for the streaming behemoth](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/shutterstock_2190581109%20%281%29.jpg?width=389&height=260&name=shutterstock_2190581109%20%281%29.jpg)
- Netflix's foray into gaming demonstrates its vision to remain a leader in the evolving entertainment landscape. Will it work?
![X: Better to save](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/boliviainteligente-odjCvVeyJsc-unsplash.jpg?width=389&height=260&name=boliviainteligente-odjCvVeyJsc-unsplash.jpg)
- Twitter has rebranded to X and new CEO Linda Yaccarino is attempting to woo advertisers back with brand safety initiatives. Is it enough?
![The Hollywood strikes: an opportunity for advertisers to experiment](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/jake-blucker-8LlJNFLTEm0-unsplash.jpg?width=389&height=260&name=jake-blucker-8LlJNFLTEm0-unsplash.jpg)
- Four weeks ago, Sag-Aftra commenced industrial action, joining forces with the Writers Guild of America. What does it mean for advertisers?
![Navigating stormy seas: prioritizing focus and precision](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/shutterstock_4410715%20%281%29.jpg?width=389&height=260&name=shutterstock_4410715%20%281%29.jpg)
- If the global economy is comparable to stormy waters, marketers are the ship captains guiding their vessels to calmer water. What do they need to do to get there?
![Does Threads have Twitter in a tangle?](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/Imported_Blog_Media/shutterstock_1044259435.jpg?width=389&height=260&name=shutterstock_1044259435.jpg)
- Last week, Meta launched Threads, its text-based conversation app. Will it spell the end for Musk’s troubled Twitter?
![Audience measurement: the quest for precision](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/Imported_Blog_Media/shutterstock_113329399.jpg?width=389&height=260&name=shutterstock_113329399.jpg)
- Audience measurement alternatives are gaining momentum in the US, and Nielsen is striving to maintain its prime position. What does it all mean for marketers?
![Netflix with Ads: room for improvement](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/Imported_Blog_Media/sayan-ghosh-YL12bny5HjE-unsplash-1.jpg?width=389&height=260&name=sayan-ghosh-YL12bny5HjE-unsplash-1.jpg)
- Netflix launched its ‘Basic with Ads’ ad-supported tier six months ago – and there’s room for improvement. What does the streaming giant plan to do?
![Is it game over for TikTok?](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/Imported_Blog_Media/visuals-PuNW11NRjI4-unsplash.jpg?width=389&height=260&name=visuals-PuNW11NRjI4-unsplash.jpg)
- TikTok is under close scrutiny by governments around the world – what does that mean for advertisers and how should they respond?
![The future is retail – but buy carefully](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/Imported_Blog_Media/shutterstock_1416037418.jpg?width=389&height=260&name=shutterstock_1416037418.jpg)
- The online advertising duopoly is losing market share – much of it to retail media networks. How should advertisers approach them?
![Gaming: an exciting way to engage passionate audiences](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/Imported_Blog_Media/shutterstock_1691902219.jpg?width=389&height=260&name=shutterstock_1691902219.jpg)
- Gaming is sociable, connected and immersive – making it a huge opportunity for marketers. So what’s the best approach for this exciting medium?
![India becomes the world’s most populous country: a huge opportunity for brands](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/Imported_Blog_Media/shutterstock_486638014.jpg?width=389&height=260&name=shutterstock_486638014.jpg)
- India will overtake China to become the world’s most populous country in 2023. The opportunities for India, the global economy and for brands are significant.
![Chat GPT on ChatGPT](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/Imported_Blog_Media/shutterstock_1154457493.jpg?width=389&height=260&name=shutterstock_1154457493.jpg)
- ChatGPT has taken the world by storm in recent weeks. But what will its impact on the advertising industry be? Should we be alarmed? Who better to ask than ChatGPT itself…
![What’s happening in the metaverse?](https://26634625.fs1.hubspotusercontent-eu1.net/hub/26634625/hubfs/Imported_Blog_Media/uk-black-tech-dLLQNd7RP28-unsplash.jpg?width=389&height=260&name=uk-black-tech-dLLQNd7RP28-unsplash.jpg)
- The buzz around the metaverse has subsided, but that doesn’t mean nothing’s happening. What are the opportunities and what’s the right approach for advertisers?