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The panel from the Advertising Research Foundation conference explores to what extent the interplay between regional conditions, changes in consumers’ media use and in advertising, as well as new technology developments create similar and different challenges for measurement in different countries. We explore solutions to these challenges and discuss which issues the panelists see as most important in the coming years.

Panelists:
James Holden - Head of Audiences, BBC
Mainak Mazumdar - SVP, Global Measurement Science, The Nielsen Company
Bernhard Engel - Research Director, Media, German Television ZDF
Luiz Duarte - Senior Manager, DIRECTV Marketing Latin America
Moderator:
Horst Stipp – EVP, Global Business Strategy, Advertising Research Foundation