Today, throughout the world, cross-platform measurement of content is more advanced than cross-media measurement of advertising for technical as well as political reasons. Three key methodological questions need to be addressed: how to match audiences and ads, how to identify ads and which metrics should be used to compare linear and digital ?
Valérie Morrisson will present a paper on cross-media on 5th November and moderate a roundtable on the future of audience measurement in 2030 at this must-attend event.
This is an event not to be missed for media and advertising professionals.