Marketers search for multichannel ad metrics

12/21/2012 | eMarketer

Cross-platform ad measurement is still a big problem for marketers -- but these days it's TV rather than digital that's holding things back, says Neo@Ogilvy partner Jorge Ruiz. Cookie-based digital metrics are growing more sophisticated, but incorporating TV and print data is tricky. "The lack of scalable measurement for TV is a real problem at this point for marketers looking to understand effectiveness," Ruiz says.

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