How brands and media agencies can prepare for the measurement and currency conundrum at the 2023 upfronts

4A’s

White paper from the 4As that discusses what US marketers can expect to see at this year’s upfronts, and how they can prepare.
  • Economic uncertainty is front of mind for consumers, leading to slashed marketing budgets for some brands and increased marketing spend for others, but regardless, every dollar will be scrutinized more than ever.
  • The sole provider measurement system is collapsing, with agencies looking to supplement Nielsen’s data with potentially more accurate and robust data from secondary, sometimes tertiary, sources.
  • Heading into the upfronts, brands and agencies would benefit from creating a checklist that includes solutions that utilize all available data inputs, like panel-based data, device-level data and datasets directly from publishers....

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