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    Cross Media Measurement

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    RECEIPT #MARC-P

    APR 02, 2024

    Partially right.

    PREDICTION BY

    Marc Pritchard
    ““Media fragmentation has continued, and even if some streamlining can be expected amid consolidation, cross-media measurement must get simpler,” Pritchard said. “Thankfully for marketers, Aquila — the measurement unit established by the ANA in 2024 — will be rolling out in 30 days, executives said earlier in the day at the conference.””

    FOLLOW-UP

    Aquila's initial rollout did proceed on roughly the predicted timeline. However, cross-media measurement remains complex, though there's continued industry push for simplification.

    ORIGINAL SOURCE

    Marketing Dive
    Cross-media MeasurementAdvertising