New cross-media standard has one problem: We can't use it yet

The ad industry has a shiny new long-awaited standard for measuring video audiences on equal terms across platforms, but there’s a slight problem. Technology to track people using the standard doesn’t exist yet, as Jane Clarke, CEO of the Coalition for Innovative Media Measurement sees it.No problem, according to George Ivie, CEO of the Media Rating Council, which released the new cross-media video standard earlier this month after more than two years of work. The tech to measure vie