"I"ve been in the measurement business now for close to 50 years, and I don"t think I"ve ever seen a situation as challenging in measurement terms as we have today." So said Gian Fulgoni, co-founder and CEO of measurement and analytics company comScore, addressing IAB Interact, the conference held by IAB Europe in Amsterdam in May 2017.
One of the biggest challenges facing the industry is the difference between what it believes it is measuring, and what it is actually measuring. "Computers are providing us with a lot of solutions, but they"re also providing us with a lot of challenges,"...