“Carolyn Everson, chief operating officer for ad sales at MTV Networks, notes, ‘New digital platforms generate a ton of data, but we haven’t yet cracked the code in developing universal measures of success across both traditional and new media. For marketers to plan, measure, and optimize audiences, metrics require standardization. For example: How will we track audiences across multiple platforms? What is the value of cross-platform reach and engagement? We are constantly working with clients to address these questions’” (qtd. in Vollmer 11)