measurement

APAC marketers talk long-term but measure like it’s a one-week campaign

Advertising isn’t over, but it is no longer the main act

Google’s new Meridian tool brings MMM budgeting and ROI forecasting to non-coders

Why IPL 2026 is a turning point for mobile advertising

Can advertisers trust ads inside OpenAI’s ChatGPT?

WPP Media’s Premjeet Sodhi flags “measurement framework” as missing link in brand effectiveness efforts

BTL marketing faces a crucial reckoning as CFOs demand performance accountability

What JioStar–Nielsen’s IPL cross-screen study means for your next live sports media plan

Exclusive: Comscore brings generative AI measurement to India

Netflix introduces Monthly Active Viewers metric as ads reach 190 million a month