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Buyers blast Nielsen’s rushed rollout of new TV measurement changes

The Measure’s Jon Lafayette reports that at CIMM’s Summit, buyers from WPP Media, Publicis and Omnicom Media Group said Nielsen’s shift to the Advertising Research Foundation’s DASH universe estimates was implemented too fast this season.

Why it matters. Buyers must now scrutinize campaign delivery more closely since they cannot yet isolate how each individual Nielsen change affects billions of dollars in transacted ad spend.

Signal from The Measure · Jon Lafayette · read the original.

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