Sep
30
The Big Problem With Cross-Platform Measurement: No One Wants To Pay
Posted in: Uncategorized
The entire industry is clamoring for advancements in cross-platform measurement, yet no one is willing to pay for it.
That was the message during the Advertising Week panel — “Are We There Yet? The Journey from TV to Total Video” — that was eventually jokingly called a “telethon,” where researchers across media buying and selling urged the audience to support cross-platform research.
“We know how to do it, but it is really hard and expensive,” said Alan Wurtzel, president, research and development, NBC Universal. Mr. Wurtzel said the entire industry talks about the need for cross-platform measurement, but when it comes time to write a check no one is willing to support the cause.
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