#9 The Buying Shift: What Publishers Must Understand About Modern Media Buying. Ann Jack at WPP

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.

🎧 Topics we cover:

• 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

• What media 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.

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Chapters

00:00 The Shift in Media Spending

02:48 Challenges for Publishers in the Digital Age

05:57 Navigating the Media Landscape: A Personal Journey

08:53 The Consolidated Media Landscape in Norway

12:07 Attracting Advertisers: The Appeal of Big Tech

14:59 Engaging Younger Audiences: The Role of Publishers

18:05 Building Strong Partnerships with Publishers

21:07 The Importance of Trust in Media

23:59 Adapting to Changing Consumer Behavior

28:09 The Shift in Content Consumption

30:00 Evolution of Advertising Formats

32:35 Programmatic Advertising Innovations

35:15 Challenges for Publishers

39:27 Future of Media and Content Delivery

45:06 The Role of Publishers in a Changing Landscape