Any time, any where, any device

David Evans quotes Nicholas Nicholas Givotovsky, Engagement, Advertising, and the Market as Conversation:

"Delivering on the promise of ‘any content, any time, any where, on any device’ by its nature defies measurement. The inherent uncertainty around the conditions and conduct associated with media consumption complicates determining both who is consuming media and the extent to which that consumption experience constitutes true engagement. Media consumption is no longer defined by stationary or static experiences but has become so dynamic that creating realistic measurement methods is proving extremely difficult."