By Craig Benner, Founder & CEO, Accretive Adtech has collectively decided that the future is AI. That works out well, because it turns out everyone already has some. Every platform has an agent, every pitch deck features a chatbot screenshot, and every demo includes a model politely explaining things it barely understands with extraordinary confidence. The technology is impressive, but it’s no longer special. Large language models (LLMs) are now interchangeable commodities. Any company can...

As digital attribution gets murkier, more fragmented, and increasingly filtered through AI-driven proxies, OOH’s grounded accuracy becomes a competitive advantage. The opportunity now is to communicate that clarity unapologetically, says Craig Benner, Founder & CEO at Accretive. For years, out-of-home (OOH) has been treated like the black sheep of the media mix, rarely given the budgetary respect it deserves. In 2026, that changes. This is the year OOH breaks the 5% barrier in media...

By Craig Benner (originally appeared in Street Fight Mag) For years, marketers have been told to chase efficiency, driving budgets deeper into digital and social media. And for a while, that made sense. But efficiency has a ceiling, and today’s marketing ecosystem is hitting it hard. Digital feeds are oversaturated, audiences are fatigued, and the once-reliable growth engine of online marketing has plateaued. With CPMs climbing and engagement rates falling, the scalable returns that once...