GfK launched the Future of Media Currencies white paper


This week GfK launched the Future of Media Currencies white paper at the ASI Television & Video Conference.

The future of media measurement is a very hot topic right now. In association with IAB Europe, GfK invited industry representatives from a wide range of companies to a Round Table discussion on how media measurement might look in five years’ time. 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; a national advertising association and a large national JIC (Joint Industry Committee).

You can discover more about three scenarios outlined for the future:

  1. The rise of the “Super JIC” as reinvigorated, neutral data arbiters
  2. Chaos replaces order, with data being controlled by different competing entities large and small
  3. Technological self-regulation of data, likely in the form of an adaptation of Blockchain technology

Download white paper

GfK : “As a leading media measurement company, our future at GfK is linked to the industry, so this goes to the core of what we and the industry are about. We hope the paper stimulates interest, we would be delighted to further discuss any of the topics with you.”