There are new audio measurement challenges facing the industry, but OMD’s Flora Williams says it could be solved through the development of an integrated tool.
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The Future of Audio conference gave us a forum to learn about the new possibilities and challenges facing the market, writes MediaCom’s Mesha Williams.
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Even excluding the technical feats of delivering gold-standard currencies – those things that underpin media planning and billions of pounds in trading – the politics that surround them can make your head spin.
Advertisers and agencies are seeking to fill a “gap in the market” that current JIC services have not been able to cover, raising questions over the future of audience measurement in the UK and beyond.