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Read this: TV advertising needs to measure up to the challenges ahead

Summary: With smart TV advertising targeting, it means that not only is the consumer watching different things at different times in different places, they're also being served different ads depending on their demographic data and viewing habits. In the US, universal use of gross rating points is more commonplace, largely because organisations such as Nielsen measure multiple media formats, including press, TV and out-of-home TV. The main point is that planners need an effective way of combining the quotOverlappingquot media that fall between different media categories in a way that doesn't detract from the accountability their clients demand. - link

TV advertising needs to measure up to th…

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