Media ink - Madison Avenue becomes engaged

In his regular commentary on the U.S. media scene Joe Mandese looks at the growing interest in media auditing on Madison Avenue - and the need to determine new metrics such as 'engagement', rather cost, ratings and reach, to evaluate media buying performance.

Madison Avenue becomes Engaged

Joe Mandese

It is no secret that Americans have begun questioning the accountability of their marketing efforts, especially their advertising and media-buying decisions. Now Madison Avenue is seeking to bring new attention...

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