measurement
Brands are still measuring the wrong things—it’s time to fix that
Metrics dictate business decisions, but do they capture what truly matters? Team Lewis' Calvin Siew explains why brands must break free from outdated KPIs and redefine relevance in real time to truly embrace customer-centricity.
Is the industry in a ‘paralysis’ of measuring everything?
With hundreds of tech and tools out there, marketers need to find a measurement framework that helps them drive value for the brand and not just measure everything.
YouTube to use own co-viewing data for CTV advertising sparking transparency concerns
The change will take effect from January 2024 and will impact YouTube Select video inventory on CTV.
Merkle launches AI-powered Google Technology Practice
The practice will also see the launch of Accelerator, a technology built into the Google ecosystem.
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Meta launches ad measurement tools for Facebook and Instagram's Reels
Advertisers are turning to tools that offer greater transparency and granular insights into ad views to ensure ads are seen by real users.
UK ad chiefs warn: ‘Advertised emissions’ won't help our industry to reach net zero
The bosses of the AA, IPA and ISBA say tracking carbon impact is vital but argue Purpose Disruptors' methodology is flawed because it overstates the emissions attributable to advertising.
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