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For distributed content strategies to be successful, publishers will need consistent ways to measure their audiences

Digiday

You might have heard: Some publishers, including BuzzFeed and The Washington Post, are going all in on distributed content strategies, following their audiences to the places they spend the most time online

But did you know: Some publishers are jumping onto distributed content strategies with the idea that the business model will follow. But in order for that to happen, publishers will need a reliable way to measure their audiences across platforms, Lucia Moses writes. That’s a major issue preventing advertisers from spending more money on platforms, Moses writes. One of the biggest challenges for advertisers and publishers alike is with that more audience data available, there’s no common metric between platforms, but platforms such as Snapchat can’t be ignored just because there’s no common metric for comparison.

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