Parks Associates research for years has tracked the transition of media consumption to multiple new platforms. Media consumers are not glued to one device, so an immediate concern is one of audience duplication -- spending the time and money only to target the same user multiple times.

Despite industry demand, there has been difficulty developing a standard that accounts for the overlap of traditional media and new media. A true cross-platform measurement approach quantifies unduplicated reach across broadcast and cable TV, the Internet, and mobile apps and Web properties. However, perpetual device fragmentation, differing data collection methods and reporting metrics, and the lack of an industry-backed system to standardize the process stifle industry efforts.

From the article, "Managing Big Data: Audience Measurement and Ad Targeting" by Heather Way.

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