In a time where advertisers have to navigate an increasingly fragmented media landscape, the need for unified cross-media measurement has never been more critical. And there is no need to wait for it. (Partner content)

TikTok’s head of client measurement for Europe, Israel and global gaming, Steve Lockwood, does not see TikTok as like TV or taking TV’s audiences, but instead that they are more complementary to each other.

With in-housing on the rise and a continued focus on efficiency and targeting, the industry could do better to quantify the value of creativity.

A sale has been predicted by industry insiders for some time and was, it is thought, telegraphed by the appointment of Patrick Béhar as CEO last year.

2023 in Review: The TV industry had to raise its game in 2023, both in the UK and globally. Here are all the stories that mattered in TV this year.

If the programmatic market resembles a car boot sale, as the latest ANA study suggests, then a more robust approach by advertisers and a flight to quality of execution should enhance the market’s status.

Both are still huge but are becoming increasingly fragmented. AI is yet another challenge for a divided industry.

Effectiveness is about understanding what’s working — but current industry approaches aren’t, warns the WFA’s media services director.

Agencies find it easier to blame measurement geeks than admit their failures in trading transparency and inaction over ad fraud.

The potential benefits to audiences, PSBs and the wider market are “uncertain”, the UK’s broadcast regulator announced this morning.