Gross Rating Point
The digital video market has entered its adolescence. But even though it’s bigger and stronger, it’s still in its awkward teens. It must grow up as an industry and prove that digital video is just as safe and transparent as its television parent.
Digital marketers praised Google's new measurement tools designed to measure whether an ad has actually been viewed – called Active View and Active GRP – but said they might not go far enough to make display advertising more accountable.
This afternoon, comScore announced the introduction of Video Metrix 2.0, the next generation of comScore’s online video measurement service. The new service ... read more