Member White Paper: GfK in association with IAB Europe – Future of Media Currencies
What is the future of media currencies? GfK, in association with IAB Europe, held a closed roundtable discussion to debate this challenging topic in May 2017.
To gain a true industry-wide perspective, GfK sought the opinions of Europe’s leading players across the entire media ecosystem. Participants included digital platforms Google, Facebook and Oath; global ad agencies Publicis and Dentsu; media owners from broadcast TV and digital; a programmatic audience platform; representatives from a national advertising association and a large national market JIC (Joint Industry Committee). The discussion was chaired by an independent moderator, Ana Milicevic, alongside representatives from GfK and IAB Europe.
A GfK blog post introducing the white paper and the three scenarios outlines for the future is available on the GfK website here.
You can browse the White Paper below or download it here.
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