A modern measurement standard must fuse the granular, causal truth with a strategic outlook, operating at the speed of the market. Here are three considerations to ensure your measurement approach is primed to fuel success.
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LiveRamp’s Travis Clinger shares that, as cookies fade and AI rises, marketers face a critical opportunity: leveraging data collaboration and authenticated identity to unlock omnichannel performance.
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Predictive attention is emerging as a signal of quality. Publishers like the Financial Times are already seeing it show up in RFPs—a sign it could become the next viewability benchmark.
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Here's the truth about data: while certain signals like weather patterns or real-time engagement metrics can significantly impact campaign performance, others merely add noise.
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The open web is made up of millions of independent apps, ad networks, mediation platforms, supply partners and demand partners, making it the natural next destination for advertisers.
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CIMM East was full of insights highlighting the complexities of media measurement’s future. From currency fragmentation to AI workflows and data transparency, here are six takeaways for the sell side to keep top of mind as the ground keeps shifting.
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While the industry debates which currency wins, Mediaocean is busy powering the infrastructure that makes them all work. In this fireside chat at CIMM East, Ramsey McGrory chatted about why being the system of record—and staying neutral—might be the most powerful position of all.
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While RTBDAY '25 may have been a buy-side event, there were many takeaways for the sell-side. And if there was one theme weaving through the day that might have been subtle, it was that no one is winning alone anymore. The event highlighted the power of partnerships in navigating AI,…
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Jeffrey Bustos, VP of the Measurement Addressability Data Center at the IAB, explores the future of retail media with insights on data collaboration, privacy-centric solutions, and evolving measurement techniques. Discover how clean rooms, creator partnerships, and omnichannel strategies will shape the industry’s next phase.
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As we look toward 2025, marketers are facing a host of challenges and opportunities brought on by a tumultuous 2024. Even for an industry that likes to talk about transformation, the degree to which the old order is changing in the digital advertising ecosystem is truly rare.
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