• by Joe Mandese  @mp_joemandese, April 10, 2017

Advertiser Perceptions, which for years has been conducting business-to-business research on ad executives' satisfaction with the media they buy, is launching a new portal that seeks to answer questions about more general advertising trends and issues -- including the media, as well as the advertising services supply chain.

The portal, dubbed The Center for Advertiser Intelligence, follows AP’s diversification into studies and reports evaluating the services of advertising agencies. Now it wants to tackle a broader array of issues that drive advertising decisions.

“We wanted to create one place where everyone can get meaningful answers fast on advertising trends, issues and media,” states Frank Papsadore, senior vice president-marketing at AP, who modeled on the simple, easy-to-access approach developed by eMarketer, emphasizing simple data visualizations to complex issues and data.

The portal will also include podcasts and videos of experts sharing insights on topical issues.

Among the podcast interviews are ones on “the future of advertising” and “measurement and reporting.”

A recent example of issues AP will be probing include a just completed study of ad executive perceptions of “fake news,” and a soon-to-be-released analysis on best practices using “header bidding” in programmatic media buys.

“There’s a lot of confusion out there,” Papsadore says, adding that the insights will all be “data-driven” and “backed up by solid numbers,” but will be simple and easy to access.