Measuring the effectiveness of advertising on YouTube lacks local context and is opaque without third-party measurement, Barb argued on a briefing call Tuesday. Its head of insights shared how YouTube data over-indexes dramatically towards young, heavy users on TV sets in the UK.

The agency’s leadership believes Kite Connect will help brands diversify their AV media mix with an outcomes-driven, cross-channel approach.

The campaign provides further clarification, details and resources relevant to what brands are able to advertise following LHF restrictions coming into voluntary effect beginning 1 October and statutory effect by 5 January.

TV has earned trust because its numbers are verified, scrutinised and benchmarked. Social media? Not so much. Google needs to decide where YouTube stands. 

The platform has not renewed its data licence for Q3, but says it continues to maintain a regular dialogue with the JIC.

As Barb prepares to introduce viewing data for some YouTube channels, its CEO looks at how joint industry standards enable informed choice and fair competition.

CEO Damon Reeve on why the company believes it can compete with tech platforms for ad revenue and how the UK startup is expanding its footprint internationally.

The government has once again delayed the implementation of its less healthy foods ban and has committed to drafting and passing a Statutory Instrument to explicitly exempt brand advertising from the restrictions.

The ASA and CAP are aiming to deliver updated guidance by mid-May, but uncertainty over the scope of the ban is weighing on advertisers, agencies, and media owners.

The results so far from initial agency meetings have been encouraging, highlighting the talent and breadth of knowledge present in the industry today.