NBC Universal Executive Kelly Abcarian says it is in a new blog post HERE. Abcarian says the media and technology landscape has completely transformed over the last few years—yet measurement remains outdated. And, she adds, that’s because “the advertising industry has not adapted and it’s holding us back.” Her plea is to declare measurement independence.
It’s crucial for the industry to adopt new, more accurate measurement tools that reflect current consumption patterns and provide meaningful insights. Only then can we ensure that advertising strategies are effective and aligned with audience behaviors.
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