The Future of TV Advertising measurement is...

Systems, by definition, are always in motion. What makes them interesting is why i.e. what makes them move and are those inputs sustainable.

Are we experiencing a natural evolution, a new normal, or the long-tail of a shock the industry never properly resolved?

Because the advertising-media ecosystem had its asteroid moment 10 years ago. Former MediaCom CEO Jon Mandel stood up at an ANA conference and accused major agencies of operating non-transparent rebate and kickback schemes. Those remarks triggered the ANA/K2 Intelligence investigation, which found “pervasive” non-transparent practices, and then Mediapalooza—the biggest coordinated round of media reviews in history.

Billions moved not because the work was suddenly worse, but because advertisers stopped trusting the system underneath it.

This affected me personally: I started my career as an advertising and media correspondent at Campaign just months before that bomb went off. The mix of money, incentives, secrecy and self-deception has kept me hooked ever since. Why I pore over econometrics charts and force myself to read and reread arcane adtech nonsense. Why I launched a dedicated publication (The Media Leader) covering the media business of advertising.

This is where the money, the politics, and the action is in our industry. With all due respect, it’s not about John Lewis Christmas ads.

So, sitting in that overcrowded measurement room at FTVA, in a different decade, on a different continent, it was obvious: the Mandel aftershock is still rippling under the carpet.

Read the full article on Ad-verse Reactions