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Results categorised as Opinion
09 May 2024
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Ronny Golan
In response to a recent column, ViewersLogic's CEO argues that the spot-lift attribution model is not fit for purpose and why marketers must take a holistic approach to measurement.
08 May 2024
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Doug Whelpdale
We must bridge the SEG knowledge gap to ensure our strategies are built on a solid understanding of audiences and create robust and trusted trading systems to support this.
08 May 2024
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Raymond Snoddy
With the election now likely to be in November, some important pending legislations that could benefit the media industry still stand a chance.
07 May 2024
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Charlotte Skornik
Partner content: The attribution models advertisers currently use to prove campaign effectiveness are outdated in our multi-touchpoint digital landscape, writes TikTok's UK head of client measurement.
07 May 2024
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Simon Redican
In our march towards greater targeting and fragmentation, we've forgotten how to make famous ad campaigns. But this isn't a plea for a return to the past.
07 May 2024
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Jan Gooding
The promise of a confidential conversation based on goodwill and positive intent on both sides is a precious thing. How often do any of us get that?
03 May 2024
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Jerry Daykin
The challenges presented in the WFA's Media Charter 3.0 are more relevant than ever — let's unpack them together to the benefit of both brands and agencies over the coming months.
03 May 2024
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Jon Block
The ability of AI agents to streamline tasks poses a fundamental challenge to businesses reliant on web traffic and highlights the need for innovative approaches to engagement.
02 May 2024
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Gregor Chalmers
Spot attribution has enabled us to make TV accountable like digital, but it's a narrow measurement that misses the true power of TV.
02 May 2024
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Nick Manning
Last week's avalanche of news suggests that advertising still works, so if we improve what we do, we can deliver better results for advertisers and make the world a finer place. But how?
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