Advertisers worldwide have now seen the need to commit their money to improving audience measurement so as to be able to bring down excessive frequency of their messages, and for other benefits. This effort has brought to light a good deal of unfinished business in audience measurement left over from last century. This article points to the short-term heuristics by which smart marketers can make immediate improvements in their Attentive Impressions per dollar and reduce overexposure.
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