90% of publishers, brands and agencies say cross-media measurement would help drive digital ad spend
90% of European industry stakeholders believe brands would spend more on digital channels if cross-media measurement capabilities were improved, according to a new study from IAB Europe.
The study also found that the two other top priorities for marketers were greater integration with programmatic tools, and unsurprisingly, brand safety.
Cross-media measurement
An overwhelming majority of the 700 publishers, advertisers and agencies questioned as part of the group’s digital measurement priorities report said the ability to perform cross-media evaluation was one of the key factors in helping attract more investment in digital.
The figure shows a marked shift in priorities for both buy and sell-side Read full story ›
Source: The Drum
