Advanced Ads: Agencies Can't Wait for Multiplatform Measurement
Zenith's Nitti says consumers are ahead of industry's ability to monitor
By Todd Spangler, Multichannel News -- Broadcasting & Cable, 2/27/2013 8:16:43 PM
Nitti, speaking at the Multichannel News/B&C Advanced Advertising conference Wednesday, said his team has been forced to put together a "patchwork" of data to be able to analyze consumption on various platforms: "We're working with a lot of partners to get a better quilt made."
"The consumer has less affinity to the consumption point and more affinity to the content," Nitti said. "Nielsen is the currency most used, so if they get there first that's good for the industry... but I'm also for pushing for other measurement platforms."
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