Barb Briefing: Taking CFlight Forward 30 April 2024 Barb assumed governance responsibility in January for CFlight, which relies on trusted data sources, audited to high quality standards, to provide de-duplicated reach and frequency of ad campaigns across all linear and VOD platforms. The latest Barb Briefing session explored how our industry is benefitting from CFlight’s delivery of total campaign reporting. Industry leaders from Channel 4, ITV, OMD & Sky joined a panel session to discuss the story of CFlight’s development and shared fresh analysis from the recent upgrade to report traded audiences. Netflix and Disney also joined to talk about their ambitions for advertising and how Barb fits into their thinking. Since March 2024, CFlight has reported campaign performance against 14 target audiences that are most commonly used for trading. The next wave of upgrades is now being planned with buyers and sellers through a joint-industry working group. Watch the recording here: