The real risk isn’t in running robust tests; it’s in wasting money or cutting high-performing channels based on misleading conclusions from bad measurement.
Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.
The old approach to media and measurement is no longer sustainable. AI is now embedded across every step of the media value chain, and AI is only as good as the data it’s fed.
Concrete findings on how effective QR codes are at driving ad interactions are now available, and some industry best practices are emerging.
CAPI integrations have moved from a nice-to-have to a necessity for anyone operating within walled garden environments. Now they’re laying the groundwork for an outcomes-driven ad ecosystem.
As marketing fails to speak the language of business outcomes due to an overemphasis on vanity metrics, it is increasingly losing its seat at the decision-making table.
Brands spend millions activating around Coachella. Then they spend the next three months trying to figure out if any of it actually worked. It’s a reflection of our industry’s broken approach to measuring media effectiveness.
Overreliance on performance channels in pursuit of short-term gains creates fragility in the growth model, especially when brand equity is underfunded and unable to drive demand.
Generative AI tech is hurting publisher search traffic, but it’s also helping pubs optimize their ad sales efforts. The head of publisher ad tech solutions for AWS explains how AI is transforming how advertisers value media and the implications for publishers large and small.
After a reenergizing week at the Cannes Lions festival, here are six observations on how our industry is changing to meet its new challenges.
