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What are the fundamental problems with online brand measurement today? eMarketer posed that question to a few dozen experts and the responses were, predictably, all over the map. And that fact alone — that the players can’t agree on where to begin — is the overarching problem. The lack of standardized metrics is keeping online advertising from reaching its full potential.
While 56.8 percent of respondents did not agree that brand measurement was the single biggest problem holding back online advertising, their answers for alternative obstacles varied.
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