The array of measurement solutions provide an abundance of subjective information and a scarcity of actionable truth. Advertisers need to keep it simple by focusing on transparency and robust experiments.
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UK broadcasters are being put on the “backfoot” by Isba’s cross-media measurement platform Origin, a Sky Media executive warned, citing concerns over data access and transparency.
Isba has beta-launched Origin without Barb data and is delivering data that doesn’t meet MRC standard. Why is the industry risking more friction and higher costs?
The social video giant has unveiled a new AI-powered suite, measurement tools that “correctly” value TikTok’s contribution to outcomes and an expansion of its Out of Phone initiative.
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.
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.