Author name: chloeml

New traffic data shows a widening divide between YMYL (“Your Money or Your Life”) and B2B tech and points to the TOFU strategies most likely to work next. Considering these factors, there’s a real question for content marketers: Is top-of-funnel content still driving traffic in any way that justifies writing it?

YouTube has changed its measurement structure and the way views are counted on its platform. It moves YouTube away from its traditional retention-based view count to an impression-click standard, and will have a significant impact on public-view metrics for brands and creators.

The company agreed to implement additional safety measures—while calling on its rivals to do the same.

The figures come amid a wider restructuring of Diageo’s operations, as the Guinness and Johnnie Walker maker aims to strengthen its performance, cut costs and enable reinvestment in future growth. Earlier this month, the company said it is targeting $1 billion in savings over the next three years from its work on its operating framework, as well as further work on the supply chain.

There’s a high-stakes global race on right now to better understand attention’s role in media effectiveness, and Australia is leading the field. QMS global advisor, Anne Parsons, explains how and why we’re outperforming the US and UK when it comes to delivering the measurement goods.