ARF Audience Measurement: Old metrics still trail new media
Geoffrey PrecourtWarc
The big challenges of digital data and cross-platform audiences were the overriding concerns of speakers at the 2012 Advertising Research Foundation's (ARF) Audience Measurement conference in New York. The theme was the 'measurement crisis', and brands and media owners discussed new measurement techniques – on both new and old platforms.
The implications of 'big data' were laid out in a panel session featuring speakers from Pfizer and L'Oréal.
In addition, presentations from Kellogg, Facebook and comScore sought to put new perspectives on old questions:...