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»gross rating point

Nielsen EVP McKinley On The Gross Rating Point: We Need Digital To Speak Brand

For marketers, the ease of using a single buying metric - The Gross Rating Point (GRP) - across traditional and digital channels remains attractive, but whether it can be effectively extended to digital remains to be seen as this survey of industry executives indicated last year on AdExchanger. Last week, comScore stirred the GRP pot... Continue reading »
by AdExchanger // January 26th, 2012 //
»
Nielsen EVP Paparo Driving Accuracy, Cross-Channel Metrics And Ad Effectiveness Themes In His New Role

Ari Paparo, EVP, Product Leadership at Nielsen, a media research and measurement firm, recently discussed with AdExchanger.com his new role, Nielsen's initiatives in the digital space and his experience as an advertising product leader at Google. AdExchanger.com:  Tell us about your new role and its responsibilities. AP: I'm in charge of online audience measurement and... Continue reading »
by AdExchanger // October 25th, 2010 //
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