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Barry Lowenthal on Muck Rack

Barry Lowenthal

As seen in: Business Insider, Adweek, Fast Company, Ad Age, The Drum, Digiday, MediaPost, Campaign (US), Muse by Clios, The AI Journal
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By Barry Lowenthal
| MediaPost Verified
by Barry Lowenthal , Op-Ed Contributor, 45 minutes ago Before we can talk about why the token should become a standard unit of media measurement, we need to understand what a token actually is. A token is the basic unit of text that a large language model processes. Think of it as roughly equivalent to a word, though technically it can be a word, part of a word, or a punctuation mark.
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Why Vibe Is The New Differentiation

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By Barry Lowenthal
| MediaPost Verified
by Barry Lowenthal , Op-Ed Contributor, 5 minutes ago We have reached a point of parity in the industry. Every agency and marketing team now has access to the same artificial intelligence models. We all have the same subscriptions and the same access to the same large language models. The technology itself is no longer the differentiator. The difference is going to be how the people on the team that uses AI. The difference is going to be imagination. Marketing teams are exhausted.
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The AI Upfront: Fixed Deals, Flexible Audience Strategies

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By Barry Lowenthal
| MediaPost Verified
The upfront has long been a cornerstone of media buying — and for good reason. It guarantees access to premium inventory, especially around live events that command national attention. Sports, award shows, and tentpole cultural moments continue to deliver reliable reach at scale. That has not changed. What has changed is what happens after those events. Today's consumer does not just watch. They engage, search, share, and move. A moment on TV sparks a wave of activity across digital platforms.
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