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All articles in "Opinion"

Why is advertising harder to measure and what can marketers do about it?
Naughty, naughty marketers? Or…
Reverted triangle representing model of understanding
189 years later, advertising still comes down to trust and incremental reach
Disrupt or die – now from inside the advertising industry
Abstract image of a radio merging into a modern TV and streaming display with colorful gradients.
Video killed the radio star – or did it really?
Abstract doorway in a gradient landscape representing a connected customer journey across fragmented media channels
From channels to journeys: Why cross-media measurement matters more than ever
I want desirability…
Person in profile surrounded by glowing pink and blue spheres in a soft abstract light scene
I’m not a creative. But I respect the multiplier.
Abstract illustration of floating screens above a crowd in a colorful fog, representing fragmented video audiences
Myths and facts about video audiences
Smart TV screen in a living room connected to online services
The new TV experience
Large smart TV mounted on a wall in a family TV room
Just a new TV…or
Two figures facing a glowing screen representing different advertising impressions.
Are all impressions created equal?
Crowd facing a bright light symbolizing audience as the foundation of growth.
Without audience, nothing begins
Blurred crowd of people representing audience reach in advertising.
Is reach the holy grail of advertising? Of course not!
Two silhouetted figures in conversation against a colorful horizon.
A home-run conversation with Ben
Blurred cursor on a pink and blue background symbolizing last-click attribution.
Why brands shouldn’t be trapped in the last-click Illusion
Zero-click mockup result, and why it is essential for cross-media measurement
Why zero-click search makes cross-media measurement essential to advertisers
Are you spending your ad budget wisely? Let the 95:5 rule guide your media investments
Cross-media measurement: Why it matters – and where it’s headed next
Audience Measurement of Connected TV
Efficient budget allocation in a fragmented media world
Inferential statistics work – as shown by the forecasts for the Bundestag elections.
Beyond Performance: Why Retail Media Should Be a Central Component of Your Brand Marketing Strategy
Invisible brands don’t sell: Why building reach is fundamental to brand growth
2024 Outlook: How to avoid wastage in a year with even more advertising opportunities
The case for audience measurement in an increasingly contextually-targeted marketplace
Measure your audience, or measure your losses
Why advertisers should care about audience measurement more than ever
Changing Media, Changing Measurement
Why net reach matters and impression counts don’t
Why the language of TV should be learned by digital natives
How to start planning your cross-media measurement journey and maximising business value
The Value of Measuring Total TV
Girl sitting on rock
Understanding Changing Audiences Through Audience Measurement
5 things you need to know about audience measurement in 2021
Killing the Cookie Won’t Kill Cross-Media Audience Measurement
On-target reach: How perfect is not possible and why measurement is the only way to see the wood through the trees
Personalized marketing in a post-cookie-world
Cross-media measurement: update on value, myths and availability
IAB UK Guide to Digital Innovation 2020: The Future of Attribution is Already Here
How to measure true effect without third-party cookies
Google killing third-party cookies is not the end of the world
IAB UK CTV Guide: Our view of the opportunities and challenges for Connected TV
5 Common Mistakes When Working With Targeting Data
10 Steps to Start Selling Audiences Instead of Impressions
Media Owners Require Transparency in Audience Data