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BtoB

Unicast Advisory Board sets agenda for measurement, other issues

Published on .

New York--The Unicast Advisory Board, representing ad agencies and advertisers in the online advertising space, identified the key issues facing advertisers and set an agenda for resolving them at its first working meeting. The board identified measurement, media perception and advertiser perception as major issues. To resolve them, the board is calling for simplified metrics that will likely include cross-media research standards efforts, more case studies to show the effectiveness of Internet advertising and more education about online advertising for advertisers and agencies.
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