Author: Staszek Kazior

Luxury brands spend more than ever to reach high-net-worth individuals who spend even more to stay invisible. Why identity-based targeting misses this audience – and what reaches it instead.

Adlook’s research across six markets shows the World Cup audience is not a monolith: 64% are casual viewers whose engagement drops once their national team is eliminated. What it means for brand planning.

Mother’s Day spend is hitting records again. In the US alone, $38 billion this year. The numbers look like growth – but the data tells a different story. About captured demand, thinning margins, and the gap between what campaigns measure and what actually changed a decision.