Biographical Information

Articles for Fiona Salmon

Why Signal Quality Is Shaping the Future of Streaming Media Performance

Advertisers now work with a wide mix of signals, including contextual cues, viewing behaviour, and various forms of audience modelling layered across different systems. While this should, in theory, create a clearer picture, it often introduces the opposite. Signals begin to overlap, and in some cases contradict one another, which makes it harder to understand what is actually shaping performance.