Commentary
Does Anyone Really Want 'Better' Audience Measurement?
- by Steve Sternberg , Featured Columnist, May 17, 2023
The short answer is no. Sellers want higher reported ratings, while buyers want stability. Neither is conducive to better, more accurate audience measurement. I give the long answer in this week's edition, but it still winds up being no.
Of course, advertisers want the most accurate data possible, but …
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