The attention advertisers want from audiences is increasingly fragmented across devices, browsers and channels. Advertisers often use a combination of channels to reach audiences, but in today's landscape, it is necessary to develop a cross-channel measurement approach that aligns closely with business goals. This course provides foundational perspective on the variety of metrics available and key considerations for the formation of a cross-channel measurement approach. Lessons include: The Current (and Quickly Evolving) Measurement Landscape, Metrics Across Media and Cross-Channel Measurement.