(ThinkMedium’s POV on Privacy, one of our 3 focus areas)
Data privacy has been a key issue in advertising over the past decade and has resulted in massive change across the industry – with many advertisers and media companies still not well positioned to navigate ongoing shifts. We propose a principled approach and solutions framework that can support the industry in achieving a sustainable state.

(A ThinkMedium POV on the TV of Tomorrow conference)
Some key takeaways on the state of the TV industry, both today and into the future: 1/ Collaboration is happening and bearing fruit across the industry. 2/ Incentive alignment remains the number top barrier to progress. 3/ Data and consent will drive priorities; when done well, it will open up new models and efficiency.

(A ThinkMedium POV from the ARF AUDIENCExSCIENCE conference)
Key takeaways from attention session: 1/ The ads and media ecosystem needs to align on attention: What is it? And how can it be used? 2/ If we can’t agree on biometric or onsite behavioral metrics for attention, results will be inconsistent. 3/ Without precautions, buy-side attention optimization may not drive sales and could negatively impact consumer safety.

(A ThinkMedium POV from the ARF AUDIENCExSCIENCE conference)
Some takeaways from cross-media measurement sessions: 1/ Premium video players should be commended for taking joint action toward solving a complex problem. 2/ A holistic view is needed on how JIC work intersects with other industry initiatives and company efforts. 3/ We need collaborative development of systems that are optimal for the new landscape, not just bridging gaps.

(A ThinkMedium POV from the Green Media Summit)
While measurement was described as the number one need, the lack of specificity made it sound like a blocker to progress. In our blog post, we discuss how differentiating between proxy and direct measures creates an immediate path forward for pursuing ecological sustainability within the advertising and media ecosystem and how to move past the impasse of “perfect being the enemy of good.”

The three members of the ThinkMedium team have all developed strong personal missions related to ads, and the goal of a recent exercise was to push ourselves on why “privacy, safety, and efficiency” instead of the dozens of other possible focus areas (e.g., creative, video, brand vs. DR, effectiveness).