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3 in 15: The Future of Measurement

The WARC Podcast

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The Rise of Cross Media Measurement

Just under half of marketers, about 45% are using consistent KPIs across video channels at the moment. I think where we're seeing the most activity is around TV and video measurement. In the US, we've seen this shift from Nielsen from panel based ratings to audience based impressions. The adoption of impressions means it's now easier to compare reach and frequency across linear and digital media channels which helps facilitate cross media measurement.

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