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GfK ASI Media option 3

What will tomorrow’s media industry need from audience measurement?

GfK Media Measurement Roundtable 2022

Expert insights from the buy side and the sell side on the future of media measurement

What do the primary stakeholders in media and advertising really want from industry media measurement for trading and planning. What are the must-haves, where is there consensus and where do we go from here? For our 6th annual industry roundtable we deep dived into current challenges, critical needs, and futureproof solutions with a broad range of experts:  from both the sell side (broadcasters, sales houses and trade bodies) and the buy side (media agencies).

Explore the highlights in our free whitepaper. It summarizes findings from a series of roundtable discussions and in-depth interviews conducted in September and October 2022. Get ten key takeouts from stakeholders on critical needs, priorities and opinions on industry hot topics, including: 

  • Whether exposure metrics remain relevant 
  • What attention metrics can add, and how 
  • What the role is of currency measurement in various context 
  • How best to use panels within hybrid systems 
  • When to tap into real time data  


This year’s expert contributors include: 

  • Alexander Nielsen, The Walt Disney Company, Nordic and Baltic 
  • Anna Lujanen, Screenforce, Finland 
  • Time Van Doorslaer, DPG Media, Belgium 
  • Katty Roberfroid, EGTA, Belgium 
  • Sjoerd Pennekamp, SKO, Netherlands 
  • Scott Thompson, Publicis, UK 
  • Remi Boel, OMG, Belgium 
  • Jon Waite, Havas Media Group, UK 
  • Marco Robbiati, Omnicom, Italy 
  • Vicky Fox, OMD, UK

Get the free whitepaper