Graham Moves To Impressions-Based Currency

Graham Media Group said that effective immediately it will transact all advertising business using impressions-based currency.

The use of impressions, it said, “will provide a common audience-measurement currency across all platforms which simplifies the assessment of cross-platform media campaigns and will also ensure that all viewing /usage is being accounted for, which the ratings-based currency has been unable to provide.”

Additionally, it said, “the shift to impressions will also smooth and expedite the use of automated TV, which will alleviate the friction in the local buy/sell process allowing a more refined use of audience data in the future.”

“We provide a wide range of commercial offerings for our clients across television, digital, OTT and audio-assistant platforms,” said Emily Barr, Graham Media Group’s president-CEO. “The ability to accurately measure all of these is critical for our clients.”

Gary Macko, VP of sales for Graham, sees this as a “long overdue opportunity to bring an improved value proposition to our advertisers. This change will create a level playing field for measurement, aligning audiences across all our platforms while providing our clients with brand safety and local premium content.”