Boasting a global audience close to two billion, CTV has surged in popularity in recent years, fundamentally altering content consumption across various markets. In the UK, for example, 32% of CTV ...

We sat down with Donia Baddou, global VP partnerships at Lumen Research, to discuss all things attention. Baddou expands on the potential benefits and challenges for advertisers when it comes to ...

The new year offers a fresh start—a chance to reevaluate, recharge and prepare for the race ahead. For businesses, this means setting ambitious goals, reviewing past performance and strategically ...

Jim Cowie and Maria Xynou join an M-Lab community call to discuss challenges to constructing and using internet performance datasets. Watch the full Community Call on the Measurement Lab's Youtube ...

Television consumption behaviours in the US have changed dramatically during the last decade, making measurement increasingly challenging as the landscape becomes more fragmented and complex. With the ...

CTV advertising is the latest evolution in digital advertising to suffer from measurement whiplash. Advertisers have rapidly embraced new streaming ad technology but their measurement approach hasn’t ...

Retail media networks (RMNs) are rapidly growing, with advertisers investing billions of dollars into these platforms each year to consumers across the funnel. As retail media matures beyond search to ...

As privacy changes lead to signal loss, digital advertising is diverging from user-level data and specific measurement methods like multi-touch attribution (MTA) and media mix modeling (MMM) in favor ...

CMOs face pressure to link ad spend with business results, but legacy measurement tools lack trust. Leading firms use AI-powered solutions, combining Marketing Mix Models (MMMs), incrementality ...