asiCast Special Edition: Measurement in 2030, Panel #1

Posted by asi on 28th May 2025

Our latest podcast is a special edition, the first in a series of three panels where we pull together a group of measurement experts to help understand what measurement will look like in 2030.

In later episodes we’ll look at the skills the industry are going to need and how measurement and currency JICs will need to adapt and change. To set the scene, where better to start than to explore the current issues facing transparency, understanding and auditing.

Measurement systems are becoming ever more complex, evolving from meter panels and survey research into hybrid systems combining many data sources depending upon advanced modelling techniques.

Five specific challenges are considered:

How can auditing cope with the complexity required of modern measurement?
Can there be a standard framework to audit against?
What are the new skills needed to conduct an audit?
What happens when audits rub up against intellectual property and privacy legislation?
Who is qualified to conduct these new types of audits?

All of this is playing out against the background of European legislation like the European Media Freedom Act and cross-media initiatives like Origin in the UK and Aquila in the US.

The issues covered in this series of three asiCasts will be picked up and discussed at this year’s conference in Copenhagen. In the meantime, our thanks to John Downs (Pure X Media), Leslie Wood (Consultant), Brenda Wortley (3M3A), Chris Mundy (RSMB), Lucia Antal (Pro TV) and ValérieMorrisson (CESP) for their contributions to this first episode.