Marketers seek industry standard for cross-platform metrics

12/26/2012 | eMarketer

Marketers are struggling to make sense of performance data from multiple different platforms, with digital's cost-per-impression and cost-per-click metrics failing to translate easily into the standard metrics used in other platforms. Almost half of marketers believe a simple count of unique viewers or visitors will likely emerge as the industry standard for cross-platform measurement, according to a survey by ANA and Forrester Research.

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