More Opinion articles

In response to a recent column, ViewersLogic’s CEO argues that the spot-lift attribution model is not fit for purpose and why marketers must take a holistic approach to measurement.

We must bridge the SEG knowledge gap to ensure our strategies are built on a solid understanding of audiences and create robust and trusted trading systems to support this.

With the election now likely to be in November, some important pending legislations that could benefit the media industry still stand a chance.

Partner content: The attribution models advertisers currently use to prove campaign effectiveness are outdated in our multi-touchpoint digital landscape, writes TikTok’s UK head of client measurement.

In our march towards greater targeting and fragmentation, we’ve forgotten how to make famous ad campaigns. But this isn’t a plea for a return to the past.

The promise of a confidential conversation based on goodwill and positive intent on both sides is a precious thing. How often do any of us get that?

The challenges presented in the WFA’s Media Charter 3.0 are more relevant than ever — let’s unpack them together to the benefit of both brands and agencies over the coming months.  

The ability of AI agents to streamline tasks poses a fundamental challenge to businesses reliant on web traffic and highlights the need for innovative approaches to engagement.

Spot attribution has enabled us to make TV accountable like digital, but it’s a narrow measurement that misses the true power of TV.

Last week’s avalanche of news suggests that advertising still works, so if we improve what we do, we can deliver better results for advertisers and make the world a finer place. But how?