NextCommerce
Analysis
B2B Buyer Research: Preference Is Not Campaign Proof
New buyer research points beyond the visible sales funnel, but it does not establish which marketing investment caused a win.
NextNow / Archive
Topic: Measurement
NextCommerce
News Brief
IAB’s New Video Standard Could Reshape Media Buying
A proposed two-layer taxonomy would classify video by viewing experience and impression-level signals across CTV, social, retail media and other channels.
Now
Analysis
Retail Media Is Entering Its Measurement Reckoning
Retail-media networks built their value around first-party data and closed-loop attribution. As investment climbs, brands are demanding common standards, credible incrementality and evidence that reported returns translate into genuine business growth.