The Future of Measurement

This report highlights key trends across three different areas: marketing mix modelling (MMM); cross-media planning and measurement; and retail media measurement.
  • MMM is quicker and now able to ingest granular data sets to analyse audiences, allowing marketers to make tactical, in-flight campaign optimisations as well as bigger strategic decisions about their media mix.
  • CTV and addressable advertising promise higher levels of precision and targeting compared to traditional TV, which advertisers can exploit.
  • Retail media integration remains a challenge for both advertisers and agencies; advertisers may benefit from starting small and working with a select number of retailers to ensure adequate integration of data and technology....

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