Metrics, transparency and quality journalism top the U7 London agenda

Earlier this week on Monday 18 March, the U7 met at Unruly’s London headquarters for the second U7 Summit.

With an agenda titled ‘Trust & Transparency’, the Summit explored issues around transparency, viewability metrics and the relationship between advertising and quality content.

“Last year we launched the U7 in New York and it was a great opportunity to get representatives from the biggest advertisers and agencies on the planet into one room. This next meeting in London represents the next step in the U7’s mission to tackle the big issues in digital marketing,” said Norm Johnston, Global CEO, Unruly.

(*Professor Karen Nelson-Field talks viewability to the U7)*

Brands represented included Unilever, Diageo, GSK and Nestlé, and these were joined by agency leaders from Havas, Omnicom Media Group, GroupM, Publicis Media and Denstu Aegis Network.

Guest speakers for the London Summit included noted media academic Professor Karen Nelson-Field, whose recent research into ad viewability marks a major advance in the quest for greater clarity in media metrics. Speaking ahead of the event, Nelson-Field commented: “The gap in understanding around viewability has created a lot of uncertainty, particularly regarding how much is enough,” commented Professor Nelson-Field. “We already have platforms trading on variations of the MRC standard. Our work shines some light on the viewability puzzle. I’m looking forward to presenting to the U7 thought leaders.”

News UK Chief Executive Rebekah Brooks presented a panel discussion which examined the complex relationship between advertising and quality journalism in the digital age, she was joined by Victoria Newton, Editor Sun on Sunday and Eleanor Mills, Editorial Director and Magazine Editor of The Sunday Times.

Rounding off the Summit was the U7 Social, where U7 members, guest speakers and invited guests enjoyed emotions-themed cocktails and the sounds of Virgin Radio DJ Kate Lawler and legendary Good Times DJ Norman Jay MBE on the decks in the Unruly Home.

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