NBC Universal on the crisis of media measurement
Alan Wurtzel, NBC Universal President/Research & Media Development, brought his message for cross-platform metrics to the 4A's (American Association of Advertising Agencies) annual Transformation meeting in Austin, Texas.
"To quote [Chicago mayor-elect and former presidential advisor] Rahm Emanuel, 'Never let a good crisis go to waste.' And there's a real crisis going on in media measurement. If we don't recognize - and address - the crisis, there will be some real issues for the entire industry."
Wurtzel has been one of the most vocal supporters for the two-year-old Coalition for Innovative Media Measurement (CIMM) and its TAXI (Trackable Asset Cross-platform Identifier) program, organized in response to the "growing difficulty that content rights holders and advertisers face in maximizing the value of assets". The coalition's membership consists of US television content providers, media agencies, and advertisers.