I know I have been talking about it for a while. But it is truly happening now. Call it what you want, omni-channel, cross-channel, cross-platform – measurement is happening.

Linear TV has become measurable. Whether it be through watermarks in ads or other new methods – perhaps sharing data… in a good, not creepy way.

It seems like the industry is positioning itself in a way to deal (and well in advance) with third party cookie loss. Some very strange collaboration and good data sharing. Interesting times to come!

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