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One year after the engaging conversation at AM 7.0 about the rapidly evolving digital advertising ecosystem, questions still abound about the state of the market and its future. How are we measuring audience delivery and what do pre-buy negotiations look like among advertisers and their media partners? Have we settled on a digital GRP as a cross-media comparable metric, and if so, how is it being used today? Is viewable impression measurement here to stay, and what continue to be some of its biggest barriers and opportunities?
Comscore chairman Gian Fulgoni presented these findings at ARF Audience Measurement 8.0, alongside partners from SMG, Conde Nast and Kellogg's.