While the industry agrees that there needs to be standardized definitions of metrics across platforms, there are several evolving approaches.
GroupM – Developing cross-media standards is challenging. Counting impressions across all screens is imperative. Get long-form impressions done correctly first. We cannot wait on the purity of research. Right now, we are not moving away from age/sex for TV. If we are still doing C7 in ten years, we need to be shot!
Discovery Communications – There is a need to look at both long-form and short-form. From a publisher perspective, the ideal is to do business on the impressions not currently getting credit. What we are trying to do is very challenging. There will be a standard currency.
Media Rating Council – Cross-media measurement standards are the goal. Viewable impressions in digital has caused turmoil. Measuring audiences for digital impressions – these standards have been a long journey.
Facebook – There is a consensus moving forward that addressable measurement must be impression-based. Facebook wants to be able to report on all the factors that advertisers need. Fancy models are not needed, rather better reporting and thinking about how to plan campaigns across platforms will improve the campaigns.