After joining Barb and announcing a significant update at Connected TV World Summit mere weeks later, Barb’s head of campaign audiences charts CFlight’s evolution in 2024.
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It will become a working group within the Coalition for Innovative Media Measurement, to be chaired by Andy Brown.
Barb has updated its Advanced Campaign Hub to include planning for both streaming services and is in advanced talks with Disney to include Disney+.
Origin has launched a key testing phase with 35 major advertisers who will test real campaign data across YouTube, Meta and linear TV — without Barb’s TV audience data.
Measurement is the enabler of creativity, not the stifler. It not only validates creative efforts but also provides a blueprint for future improvements.
Aggregate attention time matters. It’s astonishing that some in our industry still don’t take attention time seriously.
The trial begins in October and will be carried out by the organisations’ mutual data-collecting partner Ipsos.
We must work together to build a sustainable future for the industry that nurtures trust and transparency. Being part of the Who Cares? initiative is one way.
Consumer Sync aims to help marketers navigate an evolving landscape so they can create meaningful connections that build loyalty and trust.
Impressions are a modern-day version of 1215’s “London quarter”. But the clamour to create an equivalent metric across all media is problematic — we need to start with education.