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Planning, Measuring and Evaluating New Technologies

TV is moving onto the Internet, but in terms of measurement, we appear to be dragging a 25-year-old currency into a new world. BARB is stepping up to the mark with new ideas within their 2010 contract, but there is still plenty to be done to improve the various currencies available to us across these new ways of delivering TV. Dave Brennan sets out the challenges and recommends a move from analytics to engagement.

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