This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more
The media world continually swirls with a range of “solutions” for cross media-measurement, attribution and targeting in order to gain as much knowledge as possible about consumers and their journey across devices and platforms. As connected TV becomes a more prominent feature of viewing habits, and therefore media plans, much of this attention is currently focused on advancements that are essential for the transformation of advanced television advertising.
But there are many data and analytics breakthroughs that...