Havas’ global managing director of measurement explains why, despite falling out of favour, Marketing Mix Modelling still has a lot to offer marketers.
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Bad digital measurement tactics are everywhere, and they need to be reconsidered using common sense.
Kantar Media has appointed Sky’s chief business officer Patrick Béhar as Global CEO.
Google is planning to offer a generative AI ad solution which will use materials supplied by marketers to produce creatives for campaigns — the first time the tech behemoth would use images and video as material to make ad creative.
The World Federation of Advertisers has published a third update to its Global Media Charter, identifying “serious, complex, and intractable issues which will require collaboration and input from all corners of the industry.”
We must be careful to define exactly what we mean not just by measurement, but cross-media and cross-platform in our search for “the Holy Grail” for advertisers.
Exclusive: Despite publicly advocating for well-established cross-media measurement standards, YouTube has been unable to integrate into the Barb system and now faces restrictions.
IP and device graph matching underpin many CTV measurement solutions but are preventing CTV from achieving its full advertising potential, writes the CEO & co-founder of ViewersLogic
Radiocentre’s Mark Barber refutes the assertion that, when it comes to measurement, radio could be at a disadvantage compared to digital streamers.
Media measurement is a tough topic that generates strong views but it’s crucial that the marketers who fund media through advertising have confidence in what they are buying. So we’ve got something special for our next Future of Brands conference, writes the editor.