Robert Barocci, pres and CEO of the Advertising Research Foundation, put it bluntly: “What we don’t know about media use seems to outweigh what we do know. And that’s tragic.” At ANA, CIMM, 4A’s and ARF’s Cross-Platform Video Measurement Summit in NYC Wed, cable ad execs, buyers and agency folk concurred that to better understand the value of ads to consumers across platforms, a common language or measurement, i.e. “currency,” needs to be created, made scalable and embraced by all parties involved—buyers, sellers, media.
