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News Link • Business/ Commerce

NBCU Gathering of Ad, Media Elite Raises Questions About Industry's Future

• By Alexandra Bruell

"We have a problem. I know it; you know it; we all know it."

That's how NBCUniversal's ad sales chief, Linda Yaccarino, opened an event Tuesday morning that she organized for some of the biggest names in the advertising and media businesses to try to tackle the many issues plaguing the industry.

The "State of the Industry Forum" touched on everything from how to better reach consumers to overcoming measurement hurdles across platforms from television to digital.

"We're committed to making television smarter," said Ms. Yaccarino. "That means improving the consumer experience, making marketing more effective and most importantly it means weaning ourselves off a single currency metric and become more committed and focused on addressing real business objectives."

The event was unique in bringing together rivals from Fox and NBCU, among other media, agency and marketing bigwigs, but it largely served to illuminate the industry's many challenges, generating more questions than answers.

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