The digital industry, with help from friends like the MRC, has made progress in many areas of measurement. In the last year, we have moved forward toward more comparable measurement across digital and analog media by implementing viewability and expanding the work on viewability to mobile ad impressions. This is just the beginning of the process of developing cross platform comparability. On the docket, and in the early stages of development, are the standardization of audience-based digital and cross platform GRPs.
Continue reading more from IAB’s Sherrill Mane, SVP, Research, Analytics & Measurement, in MediaPost.
