Paid, Owned, Earned: Measuring POE complexity

Irina Pessin and Karl Weaver
Data2Decisions

The digital age has created a marketing ecosystem of Paid, Owned and Earned channels with activity in each impacting on the other. Measurement of this ecosystem requires the adaptation and connecting up of a range of existing tools.

The Future of Brand Communications

This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.
All Admap articles are available exclusively on Warc.