One of the most dynamic areas of advertising research today is the evolution of holistic, cross-platform video measurement. The recently announced partnership between national video network GSTV and analytics heavyweight Comscore opens a new front in this pursuit. Consumers engage with GSTV outside the home, on their path to purchase -- and this new measurement will follow. Agencies will soon be able to plan media buys on GSTV alongside other digital video investments.
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