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Reimagining TV Across Screens, Platforms, and Currencies
A new era of multiple currencies and TV measurement innovation will bring major advantages to marketers
While many advertisers have quickly adapted to meet viewers on a range of screen types, the TV industry has taken arguably longer to catch up — especially when it comes to currency and, more broadly, measurement. Even though incumbent panel-based approaches have held on, scrutiny continues to swell as buyers and sellers reckon with the incumbents' inability to keep pace in the heavily fragmented TV landscape.
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