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Commentary: Setting the Pace for Effective Cross-Media Ad Measurement

Bringing higher fidelity to cross-media measurement across all channels

It is no revelation that brands spend advertising budgets across multiple channels and therefore want to understand the effectiveness of that cross-media spend. With the increased fragmentation of media consumption and availability of content across screens, devices, and locations, delivering true cross-media ad effectiveness has never been more challenging for measurement providers and, at the same time, has never afforded more options.

Using television as a use case, this commentary addresses how providers of ad measurement solutions need to keep up with these ever-changing trends and technological advances to set the pace and test new hybrid approaches to continue bringing higher fidelity to cross-media measurement across all channels.