This project concludes that the US market would benefit from widespread adoption of an open, universal watermark to support improved measurement as well as the deployment of standardized activation triggers, and lays out an industry action plan to support accelerated adoption.
The collaborative study, co-sponsored by XR Extreme Reach and VEIL and authored by industry experts Caroline Horner, Howard Fiderer, and Myles Parker, is based on interviews, discussions and technical reviews with more than 40 executives from brands, agencies and publishers.
