#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 ImportantThe power of first-party data (and who’s using it well)Why siloed formats and walled gardens block growthHow WPP uses AI to optimize cross-channel campaignsWhat media sellers must know about Gen Z consumption habitsWhat media must know about Gen Z consumption habitsAnd why attention, attribution, and access matter more than everWhether 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.—🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, product thinking, and the strategies shaping the media industry.Chapters00:00 The Shift in Media Spending02:48 Challenges for Publishers in the Digital Age05:57 Navigating the Media Landscape: A Personal Journey08:53 The Consolidated Media Landscape in Norway12:07 Attracting Advertisers: The Appeal of Big Tech14:59 Engaging Younger Audiences: The Role of Publishers18:05 Building Strong Partnerships with Publishers21:07 The Importance of Trust in Media23:59 Adapting to Changing Consumer Behavior28:09 The Shift in Content Consumption30:00 Evolution of Advertising Formats32:35 Programmatic Advertising Innovations35:15 Challenges for Publishers39:27 Future of Media and Content Delivery45:06 The Role of Publishers in a Changing Landscape