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IPA data: ROI is up 4% since Covid, but profit from campaigns fell 11%

The Media Leader’s Catherine Offord argues that AV planning has splintered as budgets chased fast, measurable returns, citing IPA Databank research from Les Binet and Will Davis.

Why it matters. Advertisers who measure channels in isolation risk rewarding the platform with the tidiest report rather than the one building future demand.

Signal from uk.themedialeader.com · Catherine Offord · read the original.

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