Andy Oakes, Author at New Digital Age

Interviews, insight & analysis on digital media & marketing

Andy Oakes

Programmatic

My first year in CTV: Why it looked pretentious and why I was (mostly) wrong

Today marks my first full year working inside CTV ecosystem

If I’m honest, my preconceptions of the space weren’t flattering
At the time, CTV often felt pretentious. Heavy on jargon, dense with acronyms, and surrounded by what appeared to be a familiar inner circle receiving red-carpet treatment at industry events. Conversations felt over-engineered and difficult to penetrate unless you already spoke the language.
I was wrong. Sort of.

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16 December 2025

Programmatic

The Hidden Cost of Going to Market Blind: Why Most Expansions Fail Before They Even Begin

A significant proportion of startups and scaleups entering the UK or Europe fail not because their product is poor, but because their go-to-market strategy is non-existent, generic, or built on guesswork.

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8 December 2025

Advertising

Nova and Tickle partner to ‘redefine mobile ad engagement

Nova, the digital creative platform and Tickle, the save-to-wallet advertising platform, today announced a strategic partnership aimed at expanding mobile engagement and driving performance for brands and agencies in the fourth quarter of 2025

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12 November 2025

Technology

Ask the Experts at The Future of Media: AI’s real impact on media and marketing

At The Future of Media conference, a panel of industry leaders discussed how artificial intelligence is reshaping marketing, creativity and work itself.

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4 November 2025

Publishing

The new shape of the global ad market: WARC’s Alex Brownsell outlines key shifts

The global advertising market has changed dramatically in just a few short years, reshaping the landscape for media owners, brands, and agencies alike. According to Alex Brownsell, Head of Content at WARC Media, this rapid transformation has not simply been a pandemic blip, it represents a fundamental break with the past.

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4 November 2025

Advertising

AdCP launch – The industry reacts

AdCP has been the biuggest topic in adtech over the last couple of weeks. NDA spoke with industry figures about what it all means

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28 October 2025

The AI snake eating its own tail: how zero-click search is devouring quality journalism and its own knowledge supply

What I’m seeing now isn’t just another industry disruption; it feels like the early stages of digital self-cannibalism. AI systems systematically drain their own data sources while promising infinite knowledge; a technological ouroboros devours its own tail until nothing remains.

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15 September 2025

Advertising

My Digital Hero: Daryl Goodman-Gordon, VP of Sales at Squared.io

Daryl Goodman-Gordon has enjoyed an eighteen-year career in the industry, which has included stints at Twitter, DoubleVerify, Clinch and now Squared.io, where he holds the position of VP of Sales. We asked Daryl to name his digital hero

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13 August 2025

Technology

The AI ‘Arms Race’: The Good, The Bad, And The Impossible?

This latest issue of ByteWise Insights explores the AI ‘arms race’ and what it might mean for policymaking and regulation. As the race for AI dominance intensifies, particularly between the US and China, are discussions on global leadership ambitions and technological sovereignty overshadowing ethical considerations? With some governments prioritising rapid AI deployment, are they taking a reckless gamble by sidelining its societal impact

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11 August 2025

Advertising

Are you elastic enough? How to stretch for success in an AI-driven advertising world

The question isn’t whether AI will change our industry; it already is. The real test is whether we will lead that change with adaptability and dexterity or be swept away by it. It all lies in our ability to be elastic!

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28 July 2025

Programmatic

Curation is not a strategy without accountability

Traffic curation emerged as a response to PMPs limited logic, offering more adaptive, more contextual, and more specific solutions. But is it truly solving the root problem? Or is it merely reshaping it without genuine ownership?

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14 July 2025

Programmatic

The reinvention of positioning: how V2RSION is rewriting the rules for go-to-market strategy

NDA Editor-in-Chief Justin Pearse sits down with media and marketing veteran Paul Evans to find out more about V2RSION, the company he founded, described as ‘the first Positioning Engineering studio built for the intelligence era’

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14 July 2025

Interviews, insight & analysis on digital media & marketing

Andy Oakes

My first year in CTV: Why it looked pretentious and why I was (mostly) wrong

The Hidden Cost of Going to Market Blind: Why Most Expansions Fail Before They Even Begin

Nova and Tickle partner to ‘redefine mobile ad engagement

Ask the Experts at The Future of Media: AI’s real impact on media and marketing

The new shape of the global ad market: WARC’s Alex Brownsell outlines key shifts

AdCP launch – The industry reacts

The AI snake eating its own tail: how zero-click search is devouring quality journalism and its own knowledge supply

My Digital Hero: Daryl Goodman-Gordon, VP of Sales at Squared.io

The AI ‘Arms Race’: The Good, The Bad, And The Impossible?

Are you elastic enough? How to stretch for success in an AI-driven advertising world

Curation is not a strategy without accountability

The reinvention of positioning: how V2RSION is rewriting the rules for go-to-market strategy

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