Forces are at play that could change the way we measure media – and ISBA‘s Bob Wootton wonders if a more fragmented media audience could pave the way for more collaborative research.

We’ve been short-changed by Apple and the MP3 revolution, argues ISBA’s Bob Wootton – but could the Pono offer a high quality alternative to iTunes?

ISBA’s Bob Wootton raises some important questions on the nature of trading desks – and asks what it really means for an agency to be ‘clean’.

It seems everybody is talking about content marketing, and for ISBA’s Bob Wootton, it surfaces two big questions: what is it, and; how should it best be undertaken?

High-end audio visual chicanery is no longer the sole preserve of advertisers with the deepest pockets, says ISBA’s Bob Wootton. Easily-accessible tech has democratised content creation – but is this entirely for the good?

Back from the seasonal break, ISBA’s Bob Wootton shares his thoughts on mobile technology, the future of the BBC and fires a caustic shot across the bow of anyone unfortunate enough to have sent him an e-card this Christmas…

Dominic Mills lit the flame and then VivaKi’s Marco Bertozzi threw petrol on it; now, ISBA’s Bob Wootton speaks up for advertisers over the thorny issue of trading desks and transparency…

ISBA’s Bob Wootton was dismayed Facebook re-allowed decapitation videos – why does the social media giant continue to antagonise advertisers by directly refusing to give them safe passage on their channel?

Bob Wootton is not short of an opinion or two, and having spent 15 years lobbying and representing advertisers for ISBA, where better to start his new column than the biggest media merger in history…

Bob Wootton, director of media & advertising at ISBA, says advertisers need real-time trading to be accompanied by an effective code of conduct, underpinned by an independent stamp of trust, to unlock the full potential that the technology offers…