Why we don’t have an advertising measurement currency and what it will take to get one

Sam Peña-Taylor

Despite the many metrics available to marketers, very few can tell them about how much attention a media buy is actually delivering.

“We are in a crisis – a currency crisis,” says Professor Karen Nelson-Field, CEO and founder of Amplified Intelligence, the audience measurement company, speaking to the WFA’s Global Marketer Week in Athens. (WARC joined the broadcast from a screen in London.)

Her comments follow a tussle in the measurement universe, as competitors to Nielsen have spotted an opportunityto move onto its territory. Deepening distrust is starting to dislodge the firm from its position in an ad measurement ecosystem that had become synonymous with the firm. This grip is loosening, while at the same time the cookie and its...

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