TubeMogul Europe managing director, Nick Reid has said that he believes gross rating points to be a suitable media metric for both TV and video when it comes to measuring advertising audiences.
Speaking to The Drum ahead of the Digital Convergence Conference Reid said that digital video was more accountable now days and measurement had become more simple to record and analyse. The consumer landscape had changed significantly, with audiences growing in reach as laptops, followed by mobile technology and tablets provided vehicles on which to engage and interact with video.
“The proliferation of audience consumption across multiple devices, has Read full story ›
Source: The Drum
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