Industry Moves Ever-Closer to a Single Cross-Media Measurement Solution

Kantar and Ipsos have been named as partners on the project

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After years of discussion with little movement, a cross-media measurement solution will be created.

The solution, which will deliver TV, digital, published media and radio outcomes using a single dataset, providing a singular metric for all media to be measured, is being created in the Netherlands by Kantar and Ipsos. The organizations will work together alongside Nationaal Media Onderzoek (NMO) to enable advertisers and agencies to optimize their media performance.

The aim is to launch the solution later this year and combine audience viewing, listening, browsing and reading through one system.



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