IPA’s TouchPoints Touches Down in U.S.

A 2009 joint Association of National Advertisers/American Association of Advertising Agency (4A's) study of 294 marketers cited "inadequate metrics" as the most powerful obstacle in refining media mixes.

IPA's TouchPoints Touches Down in U.S.

Geoffrey Precourt Warc

Mediamark Research & Intelligence (MRI) seems to have provided the missing piece in a program that will offer American researchers the opportunity to tap into a new audience-metric service designed on the U.K.'s Institute of Practitioners in Advertising's (IPA) TouchPoints© initiative.

The Media Behavior Institute (MBI) and MRI have entered into what both parties call "a strategic partnership… with the goal of jointly launching a syndicated, consumer-centric, multimedia database that could transform the way media is planned, bought and sold."

MRI and MBI began working together on a U.S. TouchPoints...

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