Opinion

The IAB/MRC are currently engaged in drawing up new proposals for measuring attention in media consumption. Although their work is sound and well-researched, I wonder if the emerging AI-reshaped media world will create fundamental problems of endogeneity?

For anyone in the market research and insights world, Forrester's latest quarterly results are a must-read and a sobering signal of the shifts happening under our feet, as reported by MRWeb.