GroupM Unveils New Standards for Partners to Bridge the Measurement Gap

Company takes action after upfront season that 'lacked significant conversation about measurement'

After being disappointed in an upfronts season that it said “lacked significant conversation about measurement,” GroupM is taking matters into its own hands.

The company has developed a roadmap for its audience measurement partners that it hopes will further drive the industry towards improvement measurement standards, and bridge the measurement gap.

“Marketers are leaning into new tools and technologies to bridge the measurement gap, raising important questions about the accuracy and sustainability of panel-based measurement as changes in the digital media environment continue to accelerate beyond one currency,” said Kirk McDonald, CEO, GroupM North America, in a statement.

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