As we all wait for the upfront season to begin-presumably before the first snowfall-we are still in the middle of an economic crisis that is rocking the media industry: whether you are a content provider, a buying agency, a creative agency or a client who needs to market and advertise through the media, you are facing some serious challenges. Moreover, there is another looming crisis that, if not addressed now, could have a profoundly detrimental effect on the media business long after the end of the current recession. It's the crisis in measurement. You can't sell what you can't measure, and, unfortunately, our measurement systems are not keeping up with either technology or consumer behavior.
展开▼
