How to solve the measurement challenge of mobile

Mobile has changed the game for brands. Previous generations of marketers could only daydream about having the ability to communicate their messages 24 hours a day. However, while this constant access sounds like a dream come true, it has created a number of challenges that marketers are out to solve.
Cross-platform behaviour
People are accessing content across multiple devices, with platforms and publishers creating a fragmented world that is difficult for marketer