The initiative’s “baby POC” is moving into its teen years by expanding its panel and capabilities, and it is inviting more advertisers to take part.

MMM is too slow for today’s fast-paced digital media cycles. Brands need to know in real time when a channel’s effectiveness is fading and when to stop spending.

The IPA’s research director discuss her new remit, the forthcoming AMRAs and how she views the state of media effectiveness as media owners move towards providing outcomes-based measurement for clients.

Think you know OOH? Think again. Route’s new research chief explains the robust measurement that underpins the medium. 

Barb’s foray into YouTube channel analysis has put the industry on the right path and there are further developments we could benefit from. 

The long-awaited launch marks a significant step in bridging the measurement gap, most industry insiders agree, but it does come with caveats.

The US partnership covers TV, streaming, audio and cross-platform ad performance.

The JIC is seeking improvements to methods and techniques for the 2027-2029 contract.

The world-first initiative comes with caveats but aims to provide much-desired independent measurement of some of YouTube’s most-popular channels. Initial findings suggest top channels skew toward very young children and maintain middling audience figures on UK TV sets.

TV has earned trust because its numbers are verified, scrutinised and benchmarked. Social media? Not so much. Google needs to decide where YouTube stands.