This white paper, co-authored by Tony Regan, Partner at Work Research, and Justin Sampson, Chief Executive at Barb, calls on the industry to strengthen data quality, transparency and investment in joint-industry currencies to support more robust effectiveness measurement. It urges collaboration across industry bodies, platforms and analysts to ensure media planning is driven by confidence in high-quality, accountable data rather than assumption.
Where Signals in the Noise 2023 advocated for the importance of trusted, joint-industry sources as a foundation stone for strategic planning and campaign evaluation, this sequel highlights the crucial importance of assessing the quality of data inputs when developing models or experiments.
View a recording of the related event "Signals in the Noise 2"