To those of us in the media world, the discussion of attribution and cross-platform measurement has been going on for decades. Waiting for solutions has been painfully slow. But in the most recent Coalition for Innovative Media Measurement (CIMM) Cross-Platform Video Measurement and Data Summit (now in its 8th year), the big reveal was that not only has significant progress been made in attribution and cross-platform measurement, feverish activity has been taking place behind the scenes for years. The reason is that it’s simply not easy to form new metrics and protocols between the need for consensus across all types of companies and the persistent evolution and expansion of technologies.
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