Todd Spangler of Multichannel News writes: The telco’s New York-based AT&T AdWorks division has teamed up with Internet audience measurement firm comScore on a new multiscreen research initiative. The duo is in the midst of assembling a demographically representative panel of 25,000 consumers to measure media consumption across TV, online and mobile.
“This research will provide advertisers the best method to gauge audience behavior and media consumption across three screens so they can make more informed decisions to maximize their return on investment,” Greg McCastle [pictured], senior vice president and head of AT&T AdWorks, said. More…
