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What to prioritize? How should we act? © 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement. 3 Media measurement vs. ROI measurement? They both matter – and ROI measurement solutions aren’t waiting on multi-screen media measurement Mobile is a Really Big Deal. The media industry must understand, define and measure it properly Perfect is the enemy of good Cooperate and agitate Complacency won’t do Embrace technology