Most Ad Execs Say Duration-Weighting Is Best Method, Will Benefit OTT
- by Joe Mandese @mp_joemandese, June 18, 2019
The Media Rating Council's new duration-weighted impression standard, which will become the currency for valuing video advertising across media in 2021, is confusing and controversial to most ad execs, but to the extent that they understand it, they believe it is the right way to go.
Asked what effect it …
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