Dec
01
IRI-Led Consortium Aims to Tie Digital Ad Spending to Purchases
Posted in: UncategorizedBATAVIA, Ohio (AdAge.com) — Data-driven package-goods marketers have seen a lot of studies regarding the offline impact of online ads over the years — but not enough to get them to make digital media more than a mid-single-digit percentage of their media mixes. Information Resources Inc. is hoping an ambitious partnership with three other research companies and analytics companies might finally provide the industry the data it needs to wade deeper into the digital stream.
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