Another year, another Cannes Lions Festival of Creativity in the books
Another year, another Cannes Lions Festival of Creativity in the books.
We’re publishing a new whitepaper today, written by our CRO Luca Filardo and CPO Mateusz Jędrocha. It’s about a problem most programmatic campaigns quietly have: media metrics never get translated into the language the business actually runs on.
CPMs, viewability scores, and click-through rates tell you a lot about how a campaign delivered, but very little about what the business got out of it. That gap, between what media measures and what finance cares about, is what the paper sets out to close. The framework is a three-stage ladder that runs from media quality through brand perception to real business outcomes, with audience precision as the foundation underneath all of it. The order is the point. Brand lift does not happen without real, attentive reach, and commercial results do not follow without a genuine shift in perception first. Skipping a rung does not speed things up; it just makes the numbers above it unreliable.
What makes it practical rather than theoretical is the proof behind it. The paper works through real campaigns across Snickers, Nissan, Helly Hansen, RETIF, the British Red Cross and others, with measured results at each stage of the ladder. There is also a detailed section on connected TV, where household-level identity resolution turns a channel that is usually filed under “awareness only” into something measurable all the way to a business outcome.
If your media reporting still lives in a different language from the conversation your CFO wants to have, this is worth your time.
