Sanz Blas, Silvia; Ballester-Riera, Victor; Buzova, Daniela - In: Journal of innovation & knowledge : JIK 10 (2025) 3, pp. 1-13
The changes that are taking place in consumers' media consumption in and outside the home pose a challenge as to how to accurately assess the impact of cross-media advertising campaigns. An innovative measurement solution based on audio-matching technology, and taking a cross-media,...