Image from: Mad Men / AMC
Many agencies hope that a single media metric can one day emerge to simplify the unwelcome complexity of new media. Compete’s Chief Research Officer, Yaakov Kimefeld, warns they shouldn’t hold their breath.
Brands increasingly have less control over their messages; they no longer travel in a straight path from advertisers through publishers to consumers. New technology empowers consumers to manipulate the media and insert their personal perceptions, which in the
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