The criteria must come from the market
Posted: Sun Feb 02, 2025 9:11 am
The world of media usage is changing rapidly. Ever since the introduction of the iPhone, digitization and the "Web to Go" have been unstoppable. Consumers want to have all media available anytime, anywhere. The media or new providers are happy to fulfill this wish. But what does that mean for advertisers? The jungle of offers and possibilities - especially morocco rcs data in the "digital" world - is simply too dense. Agencies and customers get help with usage statistics. But these are just as diverse as the media offers themselves and all values follow a different standard, i.e. different rules and requirements in the collection of data.
The more analogue the medium, the more traditional the measurement. However, this is not a quality criterion or, conversely, does it mean that the latest media meet a high standard of measurement. Depending on the relevance, the large US digital companies even take the right to define their own standards for measuring reach and currency. From their perspective, country-specific circumstances are negligible compared to the international standard. But a uniform currency is indispensable, especially in this international, globalized context.
The question arises as to who actually decides which criteria must be met for a currency. Is it the media science commissions, the media philosophers who want to establish the credibility of the media as a currency, or ultimately the customers who are satisfied with the corresponding evaluation for their investments?
The more analogue the medium, the more traditional the measurement. However, this is not a quality criterion or, conversely, does it mean that the latest media meet a high standard of measurement. Depending on the relevance, the large US digital companies even take the right to define their own standards for measuring reach and currency. From their perspective, country-specific circumstances are negligible compared to the international standard. But a uniform currency is indispensable, especially in this international, globalized context.
The question arises as to who actually decides which criteria must be met for a currency. Is it the media science commissions, the media philosophers who want to establish the credibility of the media as a currency, or ultimately the customers who are satisfied with the corresponding evaluation for their investments?