As the world of media continues to rapidly evolve, measurement currency remains at the center of industry debate. Traditional methods of measuring audience delivery and campaign success are inadequate in the face of rapid changes in consumer behavior and fractionalization of audiences across platforms. While everyone accepts that reality, their approaches to solving the currency problem have shifted significantly over the last few years. From the Coalition for Innovative Media Measurement (CIMM) to the newly formed Joint Industry Committee (JIC), momentum seems to be building around a future that is not based on improving or promoting a singular currency, but in paving the way for a complex, multi-currency mediaverse.
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