Insights & Market Analysis

What Nielsen’s acquisition of DoubleVerify reveals about the convergence of measurement and the shift toward more integrated decision-making.

The second article in Beyond the Sandbox: The W3C Attribution Roadmap, a series examining the W3C Attribution Level 1 section by section. This piece sets that question aside and focuses on what the draft actually specifies — the mechanics.

Ten questions every brand should ask to evaluate agency readiness for AI, measurement, privacy, and future change.

This is the first in a series of articles, Beyond the Sandbox: The W3C Attribution Roadmap, examining the W3C Attribution Reporting API, the assumptions behind it.

An industry manifesto challenging modern advertising complexity. Explore 7 core principles of transparency, standards, and trust for sustainable AI growth.

What really killed Google's Privacy Sandbox? A deep dive into new research on cookies, latency, adoption, and the future of ad measurement.

A recap of Cannes Lions 2026: agentic AI, the creator economy, big M&A, and what it all means for your next move.

Effective measurement depends on connecting signals across MMM, attribution, and incrementality instead of forcing a single source of truth.

AI is accelerating analysis and reporting, but fewer marketers understand the data underneath. That gap is where leadership risk begins.

Women's sports, ad labels, privacy contracts, AI content deals, and bold AdTech predictions.

When channels can’t be measured, they get underfunded. Bias in today’s models limits growth. Here's why better foundations matter more than new tools.

Letter from IAB's VP, Measurement Center. Structural reforms and critical updates are needed to fix measurement’s root causes.

CTV, AI, and identity platforms are baking in measurement. This week proves: if it’s media, it needs performance you can trust.

Can your measurement systems stand up to leadership’s toughest questions about impact, incrementality and decision-making?

Marketing mix models often fail because insights stop at analysis. Here's what it takes to turn MMM into a decision-driving capability.

The IAB and MRC’s new attention guidelines help marketers measure the emotions that drive memory and impact.