We sat down with Donia Baddou, global VP partnerships at Lumen Research, to discuss all things attention. Baddou expands on the potential benefits and challenges for advertisers when it comes to ...

As privacy changes lead to signal loss, digital advertising is diverging from user-level data and specific measurement methods like multi-touch attribution (MTA) and media mix modeling (MMM) in favor ...

Forbes contributors publish independent expert analyses and insights. Kiri Masters covers trends in retail media and marketplaces. More than $10 billion in incremental ad spending will flow into U.S.

Measurement should not be treated as a search for a single source of truth. No single method can capture the full complexity ...

NEW YORK—As the TV industry grapples with the measurement problems that have been produced by rapid changes in the way people watch programming, the Coalition for Innovative Media Measurement (CIMM) ...