Cross-Platform Measurement Initiative Looking To Drive Ahead

February 15, 2012

MediaPostIt’s a little like Washington these days. Proposed solutions are flying all over the place and yet consensus seems a long way off.

There is reason for it. It’s not a stretch to say the future of the media business depends on it. With so many ways consumers are getting content, a widely accepted way to track cross-platform consumption is increasingly critical.

ESPN uses Arbitron to track TV (and radio use) both in and out of the home and other systems to show how its fans are imbibing content on multiple devices. The network has even called on the Wharton School for help.

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