Measurability in Media Buying: Do We Really Need a Single Truth?

How can advertising effectiveness be measured across channels when platforms, media types, and market partners use different data, metrics, and measurement methods? Does the industry need to agree on a uniform standard, or does the future lie instead in intelligently bringing together different perspectives?

In the third part of its series on the OWM Summit 2026, LYDnews asked market participants what role measurability will play in the future when it comes to media decisions and the allocation of advertising budgets. Jens Pöppelmann, managing director of SQL Service GmbH, also shared his perspective on the topic.

His argument: We should not wait for the entire market to agree on a single truth. What matters most are open systems that transparently integrate different data sources, measurement methods, and currencies and make them usable for concrete decisions.

This is exactly where AI and MCP open up new possibilities: Data from various sources can be linked to booking and campaign data from ISS Nautilus, analyzed together, and the insights gained can then be used again for planning and booking. This turns reporting into a cycle of measuring, understanding, and optimizing.

Read the full article on LYDnews:

OWM Summit 2026: Messbarkeit, Werbewirkung und Mediabudgets [iss-nautilus.de]