The Video Advertising Bureau, a TV trade group, is proposing metrics that it says would put digital on the same footing as networks for the first time. The group, comprised of TV networks and pay-TV
companies, is recommending that observers and advertisers use average audiences as the standard to compare traditional and digital platforms, according to a report in
Ad Age. "This is how TV
has been evaluated for decades," said Adam Gerber, senior VP-client development and communications, ABC. "It the only fair way to make comparisons across channels."
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