The media environment is entering a phase that demands sharper thinking, lighter structures and clearer priorities. The familiar divisions of paid, earned, shared and owned media are still relevant, ...

AI is changing how people discover and understand brands. It’s also reshaping how they search, with users turning to tools like ChatGPT, Perplexity, and Google’s AI Overviews for answers instead of ...

In the marketing world we have what we refer to as four types of media: paid, earned, owned, and shared. Years ago, being in business meant you really only ever had to worry about paid and earned ...