Marketers need to find ways to keep things simple, streamlined and clear – often with reduced budgets and fewer resources. The proliferation and growth of new media channels presents one of the most pressing difficulties in the quest for effective cross-media measurement, especially as audiences increase their connected TV (CTV)[1] usage. Historically, the road to cross-media measurement has relied on marketers’ ability to aggregate channel measurement, then surmise the complete consumer journey . Still, 71% overwhelmingly acknowledge the importance of arriving at a single view of audience engagement across channels (i.e., comparable, deduplicated measurement). With audiences adding and seamlessly switching from channel to channel, measurement should be able to do the same.

Source: Forbes July 20, 2023 18:15 UTC