PHILADELPHIA—In case advertisers hadn’t noticed, the era of the double click is dead. In its place: a world of quadruple clicks and multiple finger swipes, a multiscreen shopping experience in which advertisers need to target their message across a plethora of platforms to make a sale. For advertisers, the challenge is how to measure the effectiveness of their ad dollar when consumers hear about a product on television, research it two days later on a mobile phone....

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