The industry is at a crossroads when it comes to measurement across channels and devices, as consumers migrate to viewership on different devices and over the top (OTT) channels.
Current measurement is not keeping pace with this migration. There are several attempts to solve for cross-measurement issues, but the industry has yet to find sufficient adequate solutions.
Our aim with this report is to unearth those core measurement issues, key to the agency community, so that the industry can think gainfully about what a better measurement solution is comprised of.
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