Insights

Research & Perspective

Deep dives into attribution, AI, channel strategy, and the forces reshaping how modern brands invest in growth. Written by the TWP research team.

Why Last-Click Attribution Is Dying (And What's Replacing It)

The model that shaped a decade of digital marketing decisions is finally losing its grip. Here's what the smartest brands are doing instead.

AI & Automation

The AI Advantage: How Artificial Intelligence Is Changing Media Buying Economics

AI isn't just making media buying faster — it's fundamentally restructuring the economics of agency services and client outcomes.

The Wanamaker Project in 2026: Why Half Your Ad Spend Is Still Wasted

John Wanamaker's famous lament is over a century old. The tools have changed. The problem hasn't. Here's why — and what to do about it.