IAB, ANA, 4A's Announce Making Measurement Make Sense Initiative

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The Interactive Advertising Bureau, the Association of National Advertisers, and the American Association of Advertising Agencies (4A’s) used the IAB’s Fourth Annual Leadership Meeting, Ecosystem 2.0: The People vs. Data at La Quinta Resort & Club in Palm Springs, Calif., to announce an initiative called Making Measurement Make Sense, which is aimed at developing digital metrics and cross-platform measurement solutions to improve marketing and ease media-management decision.

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