In a frank speech to an audience of media researchers, Bullis warned that attribution is bad and ‘getting worse’, brands should experiment more and the UK industry risks being ‘overly proud’ of audience panels.
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Ipsos has confirmed it is talks to purchase Kantar Media. Doing so would consolidate its control over TV ratings measurement for a supplier that already works with several JICs.
| Maria Iu
Appointment follows deals with Disney+ and YouTube, and three recent hires in the department.
Progress in online audience measurement means putting humans at the heart of media and working through a deep understanding of real people. Not IDs, devices, users or accounts.
Exclusive: Barb is in active talks to join Origin under a plan that would see the cross-media measurement platform incorporate two reports with different viewability standards.
The solution will initially be available to advertisers in the UK, Germany and the Nordics, with additional markets added at a later date.
Brand marketers are enthusiastic about Origin and want Barb data included. But at a Barb briefing, media strategists and effectiveness experts expressed caution when comparing non-standardised audience measures.
Editor in chief Omar Oakes sits down with Isba director general Phil Smith to discuss Origin’s future and consider criticisms around measurement standards.
The survey of 80,000 Brits aims to track demographics, media behaviours, subscriptions (including SVOD ad tiers), product preferences and more.
The latest research from Ebiquity and Lumen has shown that, on a basic level, we can probably use attention to predict profit. But it has also revealed something important about human desire.