‘The bridge between intuition and ROI’: The M&A race to own advertising’s last unmeasured lever

“Over the last year or so we’ve begun to creep up the funnel and start thinking about brand building and storytelling. Therefore System1 becomes even more relevant.”  
 
Our CEO, Oli Green, shares his perspective in Digiday as the industry races to own advertising’s last unmeasured lever.  
 
Following our investment in System1 where we’re now the largest shareholder with a 28% stake — we’re doubling down on what comes next.  
 
Because the real value isn’t just in the big idea. It’s in the layer beneath it . The testing, optimisation and performance intelligence that turns creative into commercial impact.  
 
Read the full article in Digiday for more.