We've been writing about how the World Federation of Advertisers (WFA), the Association of National Advertisers (ANA) and the ISBA (Incorporated Society of British Advertisers) are leading the industry in the development of a more perfect cross-media audience measurement system, intended to ultimately produce better experiences with advertising by controlling excessive frequency of exposure of the same ad and/or brand to the same individual. Why the new emphasis on the quality of the ad experience? The walled gardens have been around for years, their silos preventing frequency capping. Why suddenly now is that situation no longer tolerable?
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