TV now has web-like ad metrics–so why aren’t they being used?

12 November 2012 | Industry Buzz

Gigaom by Doug McCormick

Since the advent of internet advertising, marketers have been demanding verifiable results and increased accountability from their media buys, instead of being forced to rely on the sorts of broad gender and age demographics used by TV for decades. And now that possibility is a reality, thanks to smarter set-top boxes, new software and sophisticated data. And yet here we are, with few taking advantage of this capability. Just like in the early days of cable TV, buyers turned their back until clients forced them to buy in. It’s essential then with these new capabilities that traditional TV step up and become as accountable to standards as their Internet video counterparts have always lived by.

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