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Ad agencies are under increasing pressure to stay ahead of the curve as more of their budgets move towards digital. Few players know that better than WPP's CEO Martin Sorrell, who spoke about the challenges brand marketers are dealing with during the opening keynote at Dmexco, an industry conference in Cologne, Germany, that kicked off today.
"We believe the measurement problem needs to be changed," he said. "The traditional model, for example, in the U.S. with Nielsen is not efficient, effective or accurate in measuring traditional media.