Measuring Local Streaming Campaigns Is Still Kinda Messy

TV advertising is in the middle of a tectonic shift. GRPs are out, and impressions are on their way in. But plenty of advertisers still want to buy local and national spots based on region. And for small, local marketers accustomed to the relative simplicity of linear TV ad buying, the lack of standards in over-the-top (OTT) ad measurement is becoming a real pain in the tush.

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