Is A Common Currency Here Or In Need Of Overhaul?

There is no denying the splash NBCUniversal made after debuting what is considered to be the pioneering one-size-fits-all advertising metric, unifying audience exposure across traditional and digital media platforms.

Chatter on whether brands and agencies will accept a common currency, like CFlight, and debate on what the life expectancy for standardized metrics will be in the midst of digitization have saturated the industry.

NBCUniversal’s is making an authentic bid to better standardize impressions, but the shelf-life of a metric devised by a traditional broadcast powerhouse won’t outlive the impact of digital. Today’s notion of a common currency will undergo a handful of permutations with the introduction of future consumer platforms and digital’s increasing clout.

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