Total media measurement and beyond 

What is the future for total media measurement in a complex, fragmented market?

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GfK held a roundtable discussion with leaders from across the media industry to debate this pressing issue. Participants included: various industry bodies, Google, Facebook, UKOM and representatives from the Belgian and Dutch JICs.

• What measurement approaches do we have in place and does it make sense to develop increasingly complex and sophisticated research methodologies?
• How might programmatic and addressable advertising affect media measurement?
• What is the reality of a media ‘currency’ in today’s fragmented media ecosystem and what role might JICs play in the future?
• Does the extra revenue currently created by total media measurement justify the investment, and what can we expect from integrated metrics in the future?

Download our free white paper, to see what the future holds from our group of media experts