4A’s Releases “Measurement Priorities: The Agency Perspective”

The 4A’s has just published Measurement Priorities: The Agency Perspective, the collective points of views across top research leaders throughout the network media agencies. The discussion centers around what a new media measurement solution should include and identifies the agency priorities for a new solution.

The industry is at a crossroads when it comes to measurement across channels and devices, as consumers migrate to viewership on different devices and over the top (OTT) channels.

Current measurement is not keeping pace with this migration. There are several attempts to solve for cross-measurement issues, but the industry has yet to find sufficient adequate solutions.

Our aim with this report is to unearth those core measurement issues, key to the agency community, so that the industry can think gainfully about what a better measurement solution is comprised of.

The 4A’s produced Measurement Priorities with input from Blue 449, GroupM, Havas, Hill Holliday, Magna Global/UM, Omnicom, Publicis, RPA, 22squared, and CIMM and the MRC.

We encourage 4A’s members to review and respond to the report, to help prioritize solutions and get further input from measurement and technology partners.

Download 4A's Measurement Priorities, The Agency Perspective