The Buying Shift: What Publishers Must Understand About Modern Media Buying.
Guest: Ann Jack at WPP
About this episode
What do advertisers really want from publishers — and why do so many budgets still flow to big tech? In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise sits down with Ann Jack, Managing Director of WPP Media Norway, to talk about what actually drives modern media buying decisions — and what publishers need to do to compete. From clean rooms and connected TV to programmatic out-of-home and first-party data strategies, this episode unpacks what's changed, what buyers prioritize, and how publishers can unlock more value by making it easier to buy.
- Why friction-free buying is important
- The power of first-party data (and who's using it well)
- Why siloed formats and walled gardens block growth
- How WPP uses AI to optimize cross-channel campaigns
- What media sellers must know about Gen Z consumption habits
- And why attention, attribution, and access matter more than ever
Whether you're in publishing, adtech, sales, or strategy — this is a front-row view into what the world's biggest media buyers expect in 2025 and beyond.