The connected audience

Date of publication: October 21, 2010

Abstract:

This paper examines the big question facing media owners as they migrate content and advertising between diverse platforms: how do they optimize the impact of each platform when it's hard to measure their combined reach and the way they interrelate? Using a specific example of single-source integration of web behavioural data and custom survey data, the presenters highlight the challenges and the benefits of bringing audience measurement silos together.

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