Advertisers, Marketers Take on the Cross-Platform Measurement Challenge

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Unique visitors becoming popular industry standard for measurement
The increasingly complex mix of media in consumers’ lives has made it more difficult for marketers to track and measure the effectiveness of advertising campaigns. But new tools and tactics are helping marketers track and understand interactions and campaign effectiveness across multiple platforms, according to a new eMarketer report, “The State of Cross-Platform Ad Measurement: Industry Trends and Current Practices.”
To address concerns about multiplatform complexity, industry groups, service providers and other interested parties have focused on two key challenges: ...

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