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https://doi.org/10.2501/JAR-53-2-200-211

has been cited by the following article:

• TITLE: Impression-Based Advertising: A Cross-Platform Solution

  AUTHORS: Edward Evans Smallwood

  KEYWORDS: Advertising, Measurement, Impression, Cross-Platform

  JOURNAL NAME: American Journal of Industrial and Business Management, Vol.12 No.12, December 14, 2022

  ABSTRACT: This study investigated a possible solution to the challenge of cross-platform advertising measurement. Opinions of advertising experts (agencies, media, clients, researchers, and scholars) in the form of personal interviews (N = 37) informed potential effectiveness of the impression as a cross-platform measure of advertising delivery. Participants agreed that impression measurement could provide a solution to cross-platform measurement challenges. They also identified eight obstacles to adoption of impression-based measurement along with seven additional considerations for media measurement. Finally, an Advertising Process Model is proposed to organize and analyze the concepts.