Outcome-based Marketing will Require a Cross-Industry Co-operation on Measurement says Nielsen’s Toni Petra

Many within the industry are keen to move away from metrics like the gross rating point (GRP) towards more outcome-based metrics, but doing so will require industry cooperation says Toni Petra, EVP Watch, Nielsen. Here Petra talks about why measurement companies like Nielsen can’t drive a change in metrics by themselves, and why rivals in the broadcasting and publishing worlds need to work together to reach agreed definitions for the things they want to measure. Filmed at the Cannes Lions Festival 2018.


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