M&M Global is partnering with inTV, the International Television Research Group, for a live Twitter Q&A to help our readers get to the bottom of measuring branded and native content.

Content is a hot topic across the global industry this year, and has been heralded by many a safe environment for brands investment, in the context of the rise of adblockers, along with problems with viewability and fraud.

But how do you measure the success of that content? CTRs and similar metrics are pretty much redundant when trying to understand how effective a quality piece of content has been.

Our Twitter Q&A will take place on Thursday 16 June at 12:30pm to 1:30pm BST (1:30pm to 2:30pm CET).

It will bring together six specialists from the buy and sell sides of content marketing, as well as analytics firms, to help marketers navigate the best way to measure the impact of content, and so find a better path to consumer engagement.

All you need to do to take part in the debate is to follow the hashtag #inTVinsights within Twitter, or visit home pages of both M&M Global and inTV.

More details on the experts will follow soon.

What is inTV?

The International Television Research Group (inTV) is an industry body formed by researchers from Europe’s major international broadcasters.

Its aim is to help media and marketing professionals learn more about how international media works as a communication platform – providing information about the tools and platforms that can help them get the most out of an international communications strategy, and to provide insight into audience research trends and techniques.

Members of inTV comprise CNBC, Deutsche Welle, Euronews, Eurosport, France 24, Sky News, National Geographic and TV5Monde.