United, Converged TV Advertising Should Stand

Marketers are eager for a unified approach to measuring converged TV, a new study shows

By Megan Coyle

TV is in the midst of a revolution. There's more content than ever before, and the modern viewer consumes it on their own time, in their own way, and through a variety of devices. This fragmentation means one thing for brands and agencies: They need to reimagine the TV advertising experience.