1. Whilst there is much debate about the desire to move ‘beyond exposure’, accurate measures of exposure across platforms remain the priority for the currencies, the foundation on which other metrics can be built.
2. There is great interest in attention metrics on both the buy and sell side, but less consensus on the possibility of agreed industry measures of attention being incorporated into the currencies, with an emphasis more on the usefulness of attention measures for planning as opposed to trading.
3. The need to measure outcomes is acknowledged by all parties and currencies need to be compatible with and able to facilitate outcomes measurement. Nonetheless there is little expectation that it is practical for currencies to directly measure outcomes. The outcomes that need to be measured will vary greatly from advertiser to advertiser, making agreed industry metrics impractical.
4. There is agreement on both buy and sell side that measuring content is an essential part of the currencies’ mission, in order to demonstrate the value of context. In the long term it is acknowledged that the growth of programmatic is breaking the link between content and advertising.
5. There is support for cross-media measurement initiatives, but concern on the sell side that initiatives should take account of quality environments and not commoditise advertising. There is some frustration on the buy side at the speed of recent cross-media initiatives and, in some cases, even the direction of travel is being questioned.