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Metrics for planning, buying and evaluating buys have been in great flux, especially over the last five years. New channels have emerged, some have changed, and a multiplicity of data sources have sprouted up. To gain a better understanding of the way advertisers are navigating this complex landscape, the Online-Offline Working Group of the ARF Cross-Platform Measurement Council interviewed representatives from major advertisers and put out a report about what they learned. This report provides the advertising industry with a glimpse into how major marketers are approaching audience measurement in all the different environments.