The number-one job of a marketer is to invest budget wisely to drive sales. That inherently requires accurately measuring the performance of that spending. Yet most advertisers still rely on flawed ...

One of the hottest trends in advertising effectiveness measurement, especially with privacy concerns killing user-level online tracking, is geographic incrementality experiments. These experiments are ...

National Geographic's latest docuseries, "The Stanford Prison Experiment: Unlocking the Truth," features a groundbreaking look at one of history's most notorious psychological studies. The series ...

The Stanford Prison Experiment: Unlocking the Truth (w.t.), from producer Muck Media, has been ordered by National Geographic. The three-parter will explore the layers of intrigue and controversy ...

UK commercial broadcaster ITV has unveiled a service designed to help brands build robust, accurate measurements of the outcomes from TV advertising, across multiple metrics on both regional and ...

Generative artificial intelligence (AI) engines like ChatGPT and Bard have taken the spotlight from traditional search engines. Many users prefer them for their fast and precise answers, avoiding the ...