Measuring a system fairly is as important as understanding how it works. Jeremy Griffiths explains why fair attribution is a pre-condition to making the right connections.
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This month, Torin Douglas speaks with Jason Wills, marketing director at Merlin Entertainments, about social media, repositioning Thorpe Park to family audiences and selling the dream on TV.
Only brands that adapt to the marketing-savvy, connected consumer will stand a chance in the digital age, says Mark Howley, managing director of ZenithOptimedia.
While it would be glib to completely dismiss social media as a measurement tool, there is still very little evidence to prove its effect on business, writes Dominic Mills.
Following Channel 4’s announcement that it is to start programmatically trading ads next year, TubeMogul’s managing director, Nick Reid, says more broadcasters need to follow suit.
Simon Andrews, founder of Addictive, looks at what’s going on right now for some of the biggest players in media.
An ad is more effective when brands put the user first, argues James Booth, CEO of Rockabox.
Is it time the UK’s public service broadcasting rivals finally worked together to shake more money free from the US players?
2015 needs to see the end of click-based measurement argues Phil Macauley, EU managing director, Quantcast.
TV is one of the fastest-moving areas of programmatic advertising, says Videology’s head of global TV strategies, Rhys McLachlan. Is the ad tech industry ready to deliver?