The Race for New Modern Measurement Currencies  

As viewing habits change, so is audience measuring 

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As the media and technology landscape rapidly transforms, measurement struggles to keep up. With the evolving consumer cross-platform journey, advertisers are forced to rethink a system of tabulating their audiences by tapping into viewing behavioral shifts that favor mobile and streaming services. 

Andrea Zapata, executive vice president of Research, Data, and Insights at WarnerMedia, and Kelly Abcarian, executive vice president of Measurement and Impact at NBCUniversal Advertising and Partnerships, stopped by Adweek’s Mediaweek to address current trends and best practices for navigating a new measurement ecosystem. 



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