Agencies’ Top Research Priority: Unduplicated Cross-Platform Reach

MEDIAPOST – 04/06/2019

Steve McClellan

The 4As is out with a new study on industry measurement issues which finds that solving for unduplicated reach in a multiplatform environment is the top priority among members.

The report, based on a quantitative survey sent to more than 600 4A’s members in media, investment, research, and analytics roles, found that 97% of respondents believe measurement tools must deliver total audience information across platforms. And 93% said the industry must establish a method for determining unduplicated reach across channels.

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