The requirement for accurate audience measurement led to the creation of separate industry JICs— developed by media owners, agencies, advertisers and trade bodies—used for planning and as credible trading currencies.

However, now as brand advertisers need to be able to optimise campaigns across all audiovisual—and ideally all display—they want full cross-media measurement, and are therefore investing in the Origin platform.

But not all ‘views’ are equal; context is important. While most advertisers understand this, there is a risk that some ascribe the same value to all AV. Broadcasters are understandably wary.

Consumer, passion, and specialist publishing is developing business confidence: the industry now has a strategic clarity it has not collectively enjoyed over the last 15-20 years of scattered online traffic-based tactics

Audience payments are now being directly associated with outcomes, benefits and utility—publishers are adopting a collaborative product approach rather than a genius content mindset

AI experimentation is relatively nascent, but 2025 will be a game-changing year for production efficiencies and new product development. Given the print retail and advertising trends and risks, such opportunities cannot come too soon