The Arbiter
Gupta MediaThe latest in a series of informed opinions, strategic outlooks, analytics-backed predictions, and tactical briefings from Gupta Media.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 9 | Subscribers | Read | guptamedia.substack.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
After the House Vote, What’s Next for TikTok?
Should advertisers be worried about a TikTok ban?
TikTok vs. Universal Is the First Salvo in Music's Zero-Sum Era
In December 2010, at a global conference for executives of a major music label, an up-and-coming performance marketing agency (OK, it was us) showed a slide with one sentence on it: “You have too many fans and not enough customers.” Earlier...
Creative Is the New Targeting
Where is marketing headed in 2024? There was a clue earlier this month in the sale of two legendary advertising agencies—Boston’s Hill Holiday and Deutsch New York—from New York’s Interpublic Group (IPG) to New Zealand’s Attivo. The biggest...
Is Black Friday cooked?
Once upon a time, Black Friday was a retail jackpot: One shot, all-in. It hasn’t been that way for some time—but this year suggests a new paradigm, fully in bloom, that marketers have been slow to recognize.
Authors
The writers behind this newsletter.
Global leaders in performance marketing.
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