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
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