Are All Screens Created Equal?

By Jeremy Lockhorn, ClickZ, Nov 2, 2009

My latest column explores the ongoing debate about using GRP as a cross-channel standard metric for video advertising. It has flaws, and it doesn't capture the engagement/interactivity afforded by digital video platforms, but it is a common language that advertisers understand. Perhaps it is a stepping stone to help get more dollars flowing so that we can conduct the research and modeling needed to standardize around a more appropriate metric?