How advertisers are navigating the current cross-platform metrics landscape

Examines the effects of a lack of standardized metrics for media on what metrics marketers use to measure their audiences on digital and traditional channels.
  • Impressions have become increasingly prioritized over frequency or GRPs in metrics as tying TV data into digital and earned media becomes more necessary.
  • Marketers and advertisers are finding it difficult to balance traditional and digital video metrics, impacting how budgets for linear and digital media are allocated, according to this study.
  • As privacy laws change, advertisers are tasked with developing strong first-party data; however while some companies have a head start, reach and frequency takes precedence for others....

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