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

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...