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The dream of every client and media agency is simple: one metric that works across every single screen—television, tablet, smartphone, computer. But, either ironically or inevitably, depending on who you talk to, high-tech means low accuracy.
“There’s a limited set of channels on television,” Nielsen’s Andrew Feigenson, svp, digital client service, told Adweek. “When you move to the digital landscape and you’re dealing with a lot of long-tail content and very personalized viewing patterns, the panels become a lot more difficult.”
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