Challenges that will shape its future include the need to simplify the offering, retailer consolidation and building infrastructure that connects the physical and the virtual.
More Measurement articles
Reporters Jack Benjamin and Ella Sagar are back with a look at the stories that mattered most in media and advertising this week.
As part of the membership, Barb will take a seat on the board of directors and work with the MRC on how to evolve audience measurement standards.
Veridooh global president, NIck Parker, questions why DOOH still commands such a small percentage of global adspend, and offers six measures to finally get to 10% share.
The global audience measurement and data company has appointed Bristowe as CEO for UK and Western Europe.
In response to a recent column, ViewersLogic’s CEO argues that the spot-lift attribution model is not fit for purpose and why marketers must take a holistic approach to measurement.
Partner content: The attribution models advertisers currently use to prove campaign effectiveness are outdated in our multi-touchpoint digital landscape, writes TikTok’s UK head of client measurement.
There is a rough 50/50 split in marketers’ reactions to Google’s delay in cookie deprecation.
Dax shared four new innovations to Dax audience segments, precision targeting, programmatically enabled 3D outdoor and holistic audio measurement solutions at an event on Tuesday.
Current marketing mix modelling misses out on OOH’s true return on investment because it does not include granular enough location data, new research has found.