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MediaPost: The new role of metrics: comparing apples and oranges

April 24, 2012

One of the biggest metrics stories from the last few months boils down to two words: digital GRP. Whether it’s from Nielsen, comScore or DoubleClick, one of the biggest challenges that digital measurement firms are trying to meet is helping traditional, brand-driven advertisers find a home for budgets online — by making the vastly different worlds of digital and offline advertising finally comparable. Read more