At AUDIENCExSCIENCE, ARF’s 14th Audience Measurement Conference, we will address the most critical measurement issues, with a focus on improving cross-platform measurement. The ideal end goal of cross-platform measurement is an accurate account of deduplicated reach and frequency of both ads and content across all media, all platforms and all devices. These data also need to be connected to audience targets used in both planning and analysis of outcomes. Progress has been made, but the challenges remain formidable.
