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Will we ever achieve an independent, cross-channel media measurement?

It is marketing Nirvana – the place where cross channel media measurement is not only possible, it is also meaningful and trusted. Marketers have been wishing for it to be delivered, only to be disappointed either by the lack or progress or the failure of the solution. While industry trade organisations call for a solution on behalf of their members, the media industry bodies such as the IAB and the various media research companies argue over the validity of the proposed methodologies. Meanwhile advertisers globally struggle to measure and justify the ad spends across the various media channels.

So it make us wonder and ask:

Is standardized, independent, cross-channel media measurement going to become a reality?

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