Tenetic Launches Ad Measurement Forum

AI-powered advertising insights and intelligence platform Tenetic has launched an initiative called the Tenetic Institute, providing a forum to identify and discuss current structural challenges in advertising performance measurement, and ideas for addressing them.

Tenetic was launched a year ago by a team of measurement veterans led by Circana Chairman Tod Johnson, and promises actionable insights for media companies and ad agencies, with initial coverage of more than 200 local US markets, and already processing 'trillions' of consumer behavioral attributes across the majority of US consumers. The platform offers data for pre-ad sales, purchase intent/predictive analytics, always-on consumer sentiment, share of traffic assessment, shopper journey and insights, behavioral segmentation, ROAS analysis, campaign development and competitive intelligence.

The firm says its Institute will concentrate on issues that have become more pronounced as media investment shifts toward retail media, creator-led channels, and AI-influenced consumer environments. These include limitations in cross-channel attribution, and the difficulty of translating large volumes of data into actionable decisions. According to Tenetic CEO Chris Wilson (pictured), 'The industry can't consistently measure performance across the channels where money is actually being spent. That gap is no longer theoretical - it's operational, and it's affecting how decisions get made.'

The Institute promises a structured forum for both buy-side and sell-side stakeholders to examine these gaps and advance practical solutions to them. Activities will include a series of short-form video discussions, executive interviews, webinars, and contributed content, designed to create ongoing engagement and surface a range of industry perspectives.

The company is online at www.tenetic.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.