Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "4as"
- The joint study released today by TAG along with the 4As, ANA, and the IAB, determined that by working together the digital ad industry collectively saved an estimated $10.8 billion in 2023, dramatically reducing fraud related to IVT in U.S. display and video ad channels by 92%.
- Not surprisingly, the board's questions were mostly about the impact AI will have explicitly on agency creative, media and overall management.
- The ANA, 4As, CIMM study comes days after the networks announced a media-owner committee to set new currencies, and concludes sellers have been aggressively working with individual agencies.
- IBM launched an initiative as part of the Cannes Lions festival, bringing together agencies and rands to generate awareness and action to mitigate bias in advertising and marketing technologies.
- Research released from The Advertising Coalition and conducted by IHS Markit on Wednesday finds that advertising generated $7.1 trillion in sales in 2021, and it supported 28.5 million U.S. jobs.
- The study comes as a perfect storm of developments have led up to a Babel-like 2022-23 upfront marketplace, in which a variety of "alternate" and unaccredited currencies are expected to be used.
- A new Forrester report -- commissioned by the 4As and Google -- concludes that agency-client relationships remain strong, albeit with room for improvement.
- "Methodology, rather than technology, is [the] root cause of TV attribution outcome differences," according to the study issued by CIMM and the 4As. TV attribution results can be all over the place, due to inconsistent data inputs, the study says.
- If you are squeamish, look away now. New AA/Warc figures predict that instead of growing 5% this year, the UK advertising market will contract by 16.7%, "Mediatel" reports.
- On the heels of a report from the American Association of Advertising Agencies asserting that the trend toward clients in-housing their programmatic media-buying has been "sensationalized," a new study of some of the world's biggest marketers by the World Federation of Advertisers indicates that more than twice as many aspire to bring their programmatic media buys in-house than plan to outsource it.
- Nearly two-thirds (62.6%) of senior ad industry execs on both the supply and demand sides of the business believe programmatic technology will be the underpinning of data-driven marketing in the future, according to findings of a study released this week by the American Association of Advertising Agencies. The report, however, shows far less consensus about the implications for in-housing.
- A new study from the 4As on industry measurement issues finds that unduplicated multiplatform reach, attribution and greater visibility into so-called walled gardens are the top priorities among members.
