The world is in an age of misinformation, particularly in online media. Why should brands care? Might brands be inadvertently responsible? How can brands mitigate their risk? The Video Advertising Bureau (VAB) examined those questions in its report, The Credibility Crisis: How people find trusted news amidst a wave of misinformation. “Due to a lack of […]

Advanced advertising company OpenAP, along with national programmers Fox, NBCUniversal, Paramount, TelevisaUnivision, and Warner Bros Discovery and the VAB have formed a new Joint Industry Committee (JIC) to enable multiple currencies with the primary focus of creating a measurement certification process to establish the suitability of emerging cross-platform measurement solutions in advance of the 2024 […]

A survey from the VAB Measurement Innovation Task Force has found that US networks and advertisers are adopting new currencies and measurement solutions at higher levels of use and investment than ever before. The survey – whose findings represent 90 per cent of the TV ad revenue in the market, inclusive of the major TV […]

Effectv, the advertising sales division of Comcast Cable, in partnership with industry body VAB, has released a new report, The Halo Effect: TV as a Growth Engine, which analyses TV’s influence on businesses’ ability to drive financial outcomes and growth by life stage. The analysis found that both direct-to-consumer (DTC) and non-DTC brands across all […]