asiCast Special Edition: Measurement in 2030, Panel #2 – skills and structure

Posted by asi on 25th June 2025

This is the second edition of our special series of three panels where we pull together a group of measurement experts to help understand what measurement will look like in 2030.

The first panel published in May focused on transparency and auditing, and the final panel in September will look at future developments for the measurement currencies themselves. This current panel will explore the skills, talent and organisational structure needed for measurement to flourish in the 2030s.

There are many demands placed on measurement providers. The most obvious perhaps is the buying and selling of advertising, but increasingly important sources of revenue are derived from subscriptions, PSB licence fees, content and format sales. All need to track performance and competitive context in an increasingly complex marketplace. So what are the skills, talent and expertise (including tools like data science and AI) that measurement will need to survive and thrive? What are the wider implications for the whole of our industry; for the measurement suppliers, for publishers and for advertisers and agencies?

The issues covered in this series of three asiCasts will be picked up and discussed at this year’s asi International Conferences in Copenhagen on 5th-7th November. In the meantime, our thanks to Jonathon Wells (Nielsen), Sameer Modha (ITV), Saku Sahramies (MTV Oy), Sarah Messer (Consultant), Josh Chasin (KnotSimpler) and Sushmita Jain (Kantar Media) for their contributions to this second episode.