It follows a successful pilot with the TV JIC last year. The new survey data won’t be fully integrated until 2027.

Measuring the effectiveness of advertising on YouTube lacks local context and is opaque without third-party measurement, Barb argued on a briefing call Tuesday. Its head of insights shared how YouTube data over-indexes dramatically towards young, heavy users on TV sets in the UK.

Lantern is exactly the kind of innovation broadcasters need to protect and grow their businesses and get back into the room with advertisers.

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.