Despite the many metrics available to marketers, very few can tell them about how much attention a media buy is actually delivering – Professor Karen Nelson-Field told marketers recently what building a new currency will take.

Why it matters

Media is at a crossroads with the ending of Nielsen’s primacy in TV and the advances of competitors in cross-screen measurement. Meanwhile, the cookie’s demise follows up the other half of the media equation. The industry has a critical opportunity, says the Amplified Intelligence CEO. It can’t afford to waste it. 

Takeaways

Fundamentally, a measurement currency will carry the following: 

• Value:...