CMOs must no longer use investments to achieve short-term profits but should spend budgets with an eye toward restoring a healthy media ecosystem, a new GroupM report suggests.

Why it matters

Advertisers can’t ignore how their media budgets have fuelled the growth of often divisive social platforms that spread misinformation. By dedicating more of their advertising dollars toward worthy alternatives and upstarts, marketers could simultaneously protect themselves from short-term risk and start to build a more healthy, functioning media. 

Takeaways 

• Valuation and measurement need to evolve to place a premium not just on reach, viewability and effectiveness, but on...