As the TV industry shifts to a multi-currency marketplace, the primary perceived benefit is improved integration of cross-platform inventory to better enable transacting and counting of all ad delivery and audiences across all forms of viewing. However, lack of collaboration, new demands on systems, and process changes are creating roadblocks in the transition.
That’s the conclusion of a new research report on the transition to a multi-currency TV advertising market commissioned by the Coalition for Innovative Media Measurement (CIMM), 4A’s and ANA.
