There is a clear view from the sell side that measuring content is vital to show advertising in context. Consequently, concern was expressed at new initiatives that focus purely on ad measurement and, as a result, may commoditise media channels themselves and not take account of the value of quality environments. This view may explain some of the media owner pushback on recent cross-media initiatives.
The importance of measures of context was also acknowledged by our media agency gurus, with agreement that a skippable ad in a social feed is not the same as equivalent seconds on a TV screen, with one commentator going so far as to say that saying that measuring content is not necessary or optional is ‘nonsense, pure nonsense’.