Disney, P&G and Unilever form Coalition to demand stronger ad metrics.

“We need insights we can use that are tangible and reliable,” said Artie Bulgrin, ESPN’s senior VP-research and analytics. “The industry lacks a robust, reliable and accurate measurement system for cross-media usage — a source we can all use to know how many Americans use both TV and internet, when they do and for how long. Or how many American on a daily basis use TV, internet and mobile devices. Or how many Americans use their mobile devices exclusively for web access (no PC). So step one is we need fundamental information on consumer behavior.”
Look out Nielsen.

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