In 18 years, digital ad spend far outpaced TV spend – but things are seldom what they seem. For instance, digital viewing of live linear TV is still very small – counter to what’s been written about in the press. There’s a need for comparable apples-to-apples metrics so that we are telling the truth about what’s happening. The ARF’s Cross-Platform Council’s Working Group aims to create the definitive overview of current leading approaches to integrating the measurement of online and offline. In pursuit of this goal, the group surveyed eight companies about what media they track and what metrics they use. The Council found that there are lot of metrics but not much overlap. In this session, Nielsen, Alphonso, Samba TV, GfK MRI, Simmons Research, and comScore presented on their respective cross-platform offerings and methodologies. They also addressed top issues and challenges in cross-platform measurement.