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The media research community met this week to ask what role it should play to overcome some of the biggest challenges facing the industry. This is what Facebook, Kantar, Stack I/O and a host of senior researchers had to say.

Making sense of the enormous – and growing – puzzle of data that media researchers now regularly face has become such a difficult task that the only way to view it is not so much by ‘taking a step back’, but flying high above it.

Speaking at the Future of Media Research conference, comScore’s Paul Goode discussed a subject that is beginning to generate much interest in adland: what is the value of context in advertising – and can research quantify it?

The aim of the partnership is to transfer learnings between the respective initiatives to improve their effectiveness.

The media industry has a “colossal job” on its hands as it seeks to rebuild trust, Lord David Puttnam said at launch of the IPA’s Festival of British Advertising on Wednesday.

Forget fake news, it’s fake ads the media industry might want to start worrying about – and if it fails to curb them, alongside other related problems, it could face enforced regulation, says the Guardian’s Hamish Nicklin.

Meetrics is the fifth ad verification company Facebook has signed up this year to offer independent third-party verification for its display and video ads.

Metrics, trust and transparency are three of the hottest topics in media, and Mediatel will be discussing all three in detail at the Future of Media Research conference next Monday.

At best, clients can only make an informed guess as to the true scale of agency mischief, writes Bob Wootton.

The new deal means ITV will no longer broadcast any highlights, forcing the competitions off of terrestrial TV entirely. To compensate, BT said it will enhance its social media coverage to reach new audiences.