4As Measurement Committee Says New Currencies Aren’t Ready For Prime Time – Yet

The Media Rating Council (MRC) and the broadcaster-backed joint industry committee (JIC) aren’t the only organizations addressing TV ad measurement. They are just the most public for their role in creating standards.

The 4As also has what it calls a “measurement committee,” a working group for media agencies to share thoughts and opinions about new trends in TV measurement. Those conversations could range anywhere from attention metrics to – you guessed it – currency.

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