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During the Comscore Day 2016 event in Peru, different industry leaders gathered to discuss how to move towards complete digital measurement. The industry must adapt to the digital advertising market to better measure audiences. Segmenting and measuring based on cookies can lead to planning, evaluating and executing the campaign incorrectly.
Some of the topics highlighted during the event were:
Speakers:Alejandro Fosk, SVP Latin America, Comscore, Inc.Iván Marchant, VP Peru, Mexico and Central America, Comscore, Inc.