The Hurdles Facing MRC Outcomes and Data Quality Standards
When we think about media metrics, the industry has created a measurement buffet. For example, it wasn’t long ago that Nielsen was the standard delivery measurement for TV. Today we have Comscore, TVision, and iSpot, among others. Media agencies and brands can choose delivery metrics with ratings or impressions; consumer metrics via attention or engagement. This environment of non-standardized media metrics leads to a lot of choice – and a lot of confusion.
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