Brands are rightly asking what the best approach is when it comes to attention, so time to get specific about terms and how to decide which vendors to work with.
More Measurement articles
For brands looking to be seen and heard during tentpole events in 2024, here are our tips for ‘crossing the streams’ in successful TV+TikTok campaigns.
| Maria Iu
Media owners and agencies will be able to view incremental reach of BVOD audiences when added to web and app audiences across all devices.
Holding groups are increasingly using “principal-based” media trading models, but their lack of transparency goes against any progress made in client trust.
The way budgets are set needs to reflect the turbulent times marketing finds itself in. Old tools are no longer equipped to do the job.
We need metrics that are comparable on a like-for-like basis while recognising that no one single metric shows the best result.
Liz Landy, Ipsos’ global head of audience measurement, will leave the company at the end of February, The Media Leader has learned.
The actions that the industry takes now will have big repercussions further down the line and, if you do nothing, don’t expect a happy ending.
TikTok’s head of client measurement for Europe, Israel and Global Gaming Steve Lockwood joins Jack Benjamin to discuss the issue with last-click attribution and TikTok’s ongoing research into attention measurement.
| Maria Iu
The move seeks to minimise fraud by ensuring ads are being seen by real people.