MediaPost: To TRP Or Not To TRP? That Is The Question

Recently, there’s been a lot of debate surrounding the long-awaited debut of Target Rating Points (TRPs) into the online world, courtesy of Nielsen’s Campaign Ratings, which seek to validate impression delivery by age and sex.   On one side, there’s recognition that TRPs finally allow big brand TV advertisers a more apples-to-apples comparison between offline and digital metrics.  Dissenters, on the other hand, argue that TRPs are a lazy metric, given the abundance of superior online measures already available.

Read more: http://www.mediapost.com/publications/article/160407/to-trp-or-not-to-trp-that-is-the-question.html#ixzz1mILB2XGD