In the Race to Standardize TV Measurement, Data Is the Only Safe Harbor

By Laura Manning

The advertising industry is under a microscope. With the economic uncertainty facing the industry, every ad dollar counts. Marketers are facing the challenge of having to prove that each dollar spent is getting a return and that campaigns are performing to their maximum potential.

While that’s not exactly a difficult feat for the paid, search, and social branches of the digital advertising industry, where the science of campaign measurement has been exacted, it’s been an obstacle for the biggest screen in the house. This has forced the industry to evolve legacy measurement tactics and seen brand marketers and advertisers scramble to invest in new technologies and solutions that promise to yield stronger campaign performance outputs.

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Courtesy of the Association of National Advertisers