As ad supported media choices continue to expand, a number of audience measurement providers have been seeking a better method to capture ad exposures across all video and audio platforms.

Despite a wider set of tools available to the marketing industry, many still struggle to leverage insights to influence ...

Along with the research, the WFA is issuing a new handbook designed to help marketers better understand how to get the most out of their media spend and what to do when their array of data and ...

Marketing data and analytics company Kantar has introduced a new integration with Meta that focuses on measuring ad effectiveness without cookies. Following a similar integration with TikTok, the ...

YouTube is a cornerstone of paid video advertising, offering unparalleled reach and creative possibilities. But for marketers, it’s also one of the most challenging platforms to measure effectively.

Marketing executives have spent decades perfecting ways to measure advertising effectiveness. Brand recall studies, aided awareness surveys, and post-campaign research all ask variations of the same ...

Erin Firneno is a published thought leader who advises media companies on important marketing trends and industry dynamics. She has extensive experience conducting strategic research on the value and ...

One of the hottest trends in advertising effectiveness measurement, especially with privacy concerns killing user-level online tracking, is geographic incrementality experiments. These experiments are ...

In regard to advertising effectiveness in September, Kroger and Sam’s Club muscled out traditional department store and apparel retailers while ABX said it added a new metric for measuring marketing: ...

The W3C’s proposed “Attribution Level 1” browser standard deserves far more scrutiny from the advertising and measurement community than it has so far received. The public comment period remains open ...

Almost half of marketers have no means to measure creative performance, despite most deeming creative quality a key ...

Many business-to-business companies have at some point likely considered collaborating with B2B influencers as part of their marketing strategy for expanding their audience. Measuring influencer ...