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THE NEW AGE OF TELEVISION MEASUREMENT: ACCURATE ATTRIBUTION BECOMES A REALITY

As budgets shrink and marketers are pressured to make every dollar count, campaign measurement has never been more important. New research from industry expert Advertiser Perceptions uncovers how chief among marketers' concerns is the inability to accurately measure attribution across all their media channels, specifically TV. Location data is widely used to measure media effectiveness and now can be extended into measuring TV.