Effectiveness is about understanding what’s working — but current industry approaches aren’t, warns the WFA’s media services director.
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Focussing mostly on sales could mean advertisers underestimate retail media’s true potential, which can work for both shopper and brand marketers.
ITV’s Measurement and Modelling senior manager Neil Charles and ViewersLogic co-founder and CEO Ronny Golan explain the faults in media measurement today, and how a longer-term view can be accomplished.
Newsworks and the PPA are looking to introduce an “enhanced measurement solution,” but according to the IPA research director the decision to do so comes more from publishers than from buy-side demand.
A new software update to Apple’s iPhone software update could boost measurement across the podcast industry, the CEO of global podcast publisher Acast discussed during its quarterly earnings call.
Isba’s cross-media measurement plan is too big to not work. But advertisers are restless and frustrated.
TikTok head of measurement for Europe & Israel Steve Lockwood argued for a more holistic view of measurement he dubbed ‘outcome-based measurement’ to replace attribution.
A panel at The Future of Media delved into why and how moving toward a single measurement framework is the future of measurement.
Denise Turner discusses why she feels we must properly define measurement, especially if it is to continue to take on a bigger role for advertisers.
At The Future of Media event in London, media leaders debated behind closed doors over the key issues facing the industry. The group disagreed over the state of agency-client relationships but found consensus on the importance of measurement.