NBC Universal on the crisis of media measurement

This report covers the contribution of Alan Wurtzel, NBC Universal President/Research & Media Development, to the 4A's Annual Leadership conference, in which he calls for a renewed industry effort to achieve cross-platform media metrics.

NBC Universal on the crisis of media measurement

Alan Wurtzel, NBC Universal President/Research & Media Development, brought his message for cross-platform metrics to the 4A's (American Association of Advertising Agencies) annual Transformation meeting in Austin, Texas.

"To quote [Chicago mayor-elect and former presidential advisor] Rahm Emanuel, 'Never let a good crisis go to waste.' And there's a real crisis going on in media measurement. If we don't recognize - and address - the crisis, there will be some real issues for the entire industry."

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Wurtzel has been one of the most vocal supporters for the two-year-old Coalition for...

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