Hasta La Creative!

The Direct Marketing Association will introduce a primer of sorts at Advertising Week that’s designed to help marketers and tech companies speak the same language on cross-device measurement.

Marketers are increasingly trying to understand whether and when they’ve reached the same consumer on multiple devices, hoping to calibrate the frequency and content of their ad messages appropriately. But retaining vendors to help with that is complicated by the differing and evolving jargon in the field.

The DMA’s document will define terms and suggest questions that marketers might include in requests for information from vendors.

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