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Increasingly more accurate measurement tools open the door to new possibilities, not only for the analysis of consumer behaviour, but also to measure the impact of online campaigns. In the last decade, analyses were limited to quantitative criteria, often separated from the quality of ad contact. Nowadays, digital marketing is facing a new challenge: how to transform the focus from quantity to quality ─ comments Marta Sułkiewicz, Gemius expert in IAB Poland report.
