Opinion

Why engagement, not traffic, drives media growth today

Four phone screens showing examples of Spotify Wrapped
In terms of personalization, Spotify’s “Wrapped” is as brilliant as it is simple. (Spotify)
SD
By:
Scott Donaton
May 08, 2025 10:00 AM

Featured Stories

Resources
So you’re graduating and want a marketing career—tips from ad industry leaders
Resources

CMOs, creative and agency leaders share advice on how to break into the industry.

AA
By:
Ad Age Staff
So you’re graduating and want a marketing career—tips from ad industry leaders
Datacenter
All Access exclusive—How this year’s ad job losses might foreshadow a recession
Datacenter
BJ
By:
Bradley Johnson
All Access exclusive—How this year’s ad job losses might foreshadow a recession
Winners and losers
Marketing winners and losers of the week
Winners and losers
AP
By:
Adrianne Pasquarelli
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ES
By:
E.J. Schultz
Marketing winners and losers of the week
Agencies
This organization wants to win over Gen Z with the peanut industry’s version of ‘Got Milk?’
Agencies
BB
By:
Brian Bonilla
This organization wants to win over Gen Z with the peanut industry’s version of ‘Got Milk?’