ARF President and CEO Scott McDonald is optimistic about cross-platform measurement. "I see solid signs of progress," he says, with "better use of projectable samples and panels for calibration, better integration of statistical adjustments to correct for known biases in behavioral data streams (that previously were venerated simply because they were large) and better automated content recognition." He is also fairly bullish about attribution measurement, though he admits that there still needs to be better inputs and a more expansive ability to calculate across all media and marketing.
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