Consultancies
Consultancies skilled in media evaluation are gearing up to help clients analyse the return on digital spend. And their ambitions don’t stop there, reports Nic Howell On 31 July 2003, NMA ran a front-page story about how the Institute of Practitioners in Advertising (IPA) and the Internet Advertising Bureau (IAB) had set up a taskforce to create a "gold standard measurement system" that would create an online equivalent to TV's BARB panel.Nearly ...
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