The amount of activity in the measurement space confirms that this is what advertisers are most interested in.

We must work together to build a sustainable future for the industry that nurtures trust and transparency. Being part of the Who Cares? initiative is one way. 

The coming together of tech and media, cost savings, the future of TV, AI efficiencies… the merger encapsulates many of the ad industry’s themes and concerns.  

The Who Cares? movement is as terrific as it is long overdue, but the stakes are high. Without advertiser support, will there be lasting change?

Significant new research from Barb and Isba, the array of video content and TV’s proven effectiveness suggest the future is bright.

The industry is very good at beating itself up over online harms, especially after Lord Grade’s speech at LEAD, but there are many obstacles to real change.

With in-housing on the rise and a continued focus on efficiency and targeting, the industry could do better to quantify the value of creativity.

Both are still huge but are becoming increasingly fragmented. AI is yet another challenge for a divided industry.

Isba’s cross-media measurement plan is too big to not work. But advertisers are restless and frustrated. 

The political leaning of the government does not significantly impact the commercial success of the media industry, as both parties prioritise communications and advertising.