Madison & Wall: The Future of Trading, Measurement and Currency (CIMM Report)
The Coalition for Innovative Media Measurement (CIMM), a division of the Advertising Research Foundation (the ARF) is producing a series of papers, think pieces and perspectives from leading industry analysts, experts and thought leaders to provide insights and occasionally provocative perspectives on critical issues of interest to its members and to the wider industry.
As part of this effort, I was recently commissioned to write about the future of media trading, measurement and currency. Informed by the perspectives of more than a dozen practitioners and my own proprietary research, we explore a range of considerations that inform how to think about the evolution of these aspects of the industry over the rest of this decade.
The full document, a 40-page report, is available here, courtesy of CIMM: