Apple’s role in the evolving media marketplace is potent with its devices offering all sorts of new ways to consume content and advertising. But with that, the artful company is also having a negative impact on the burgeoning field of cross-platform media research.
While their creative colleagues may welcome opportunities to use iPhones and iPads to deliver newfangled ads, researchers are somewhat stymied by the company. A new white paper from the Coalition for Innovative Media Measurement (CIMM), which seeks to offer a roadmap to develop a gauge for ad effectiveness across platforms, notes that Apple could be a bump in the road
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