Four ways to advance cross-platform measurement

This event report provides an insight into the challenges of cross-platform measurement, and outlines several steps marketers can take to drive progress in this area.

Four ways to advance cross-platform measurement

Courtney Cowgill

When it comes to cross-platform advertising, marketers are eager to find solutions to help plan campaigns and understand effectiveness.

According to a study from the Interactive Advertising Bureau (IAB) and the Winterberry Group, for example, nearly 70% of US digital marketers and stakeholders stated that "cross-device audience recognition" would "command the most" of their attention in 2016.

Jane Clarke, CEO/Managing Director of the Coalition for Innovative Media Measurement (CIMM) – an organization founded in 2009 by television content providers, agencies and advertisers to promote better measurement for TV and cross-platform media –...

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