GroupM's Miskelly: Fair measurement has to be independent, not media owner-owned

By AdNews | 20 September 2016
John Miskelly and Mark Frain talk tech, in Tech Talks.

In the second of its monthly Tech Talk series, GroupM's chief digital officer John Miskelly discusses the inherent challenges in comparing measurement across digital and TV with MCN's Mark Frain. It's not apples for apples, as we all know.

GroupM is aiming to tackle a different tech issue in the monthly video series aimed at marketers and hosted on its YouTube platform. You can watch it below.

Miskelly says: “The aim of the GroupM Tech Talks series is to cover some of the hot topics our clients have asked us around digital and technology, and the accurate measurement of audiences across all video formats is one of the most pressing issues currently preoccupying clients. In this month’s Tech Talks episode, we shed some light on how we can better compare audiences across these different channels.”

GroupM Australia CEO Mark Lollback adds: “It is essential for marketers to stay informed and knowledgeable about the constant technological developments that impact their task in effectively communicating with consumers. Tech Talks provides all marketers with the content and context they need to be across, in a snackable format that will help them do their jobs better.”

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