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The way budgets are set needs to reflect the turbulent times marketing finds itself in. Old tools are no longer equipped to do the job.

The latest probe relates to People’s Forum: The Prime Minister.

We need metrics that are comparable on a like-for-like basis while recognising that no one single metric shows the best result.

The brand is targeting specific audiences in north-west Barb region.

The delay to streaming shows cinema’s power in getting that “big push” for a film, according to Pearl & Dean’s operations chief.

Is it a loose and inaccurate metric or one of the most important we need to be watching?

With consumer attention in short supply amid a complex media landscape, the media and the message need to align better to cut through. 

While Piers Morgan’s YouTube move could be an experiment for News UK, Tucker Carlson showed the dangers of unscrutinised content.

Barb data showed a drop in UK households with streaming subscriptions, even as streamers are performing strongly on a global level.

The move seeks to minimise fraud by ensuring ads are being seen by real people.