At a recent CIMM East panel on reach and frequency, one thing became clear: we’re still far from solving one of advertising’s oldest challenges. Despite the complexity of today’s ecosystem, spanning linear TV, streaming, digital, and beyond — the fundamentals haven’t changed. What has changed is the scale of fragmentation. And with that, the difficulty of getting reach and frequency right. The uncomfortable truth: we’re only halfway there When asked to rate the state of cross-platform reach and frequency, most panelists landed around a four out of 10, with some arguing it’s closer to zero when true cross-platform measurement is considered. That’s telling. Because while measurement has evolved, management — the ability to control reach and frequency across platforms — remains largely unsolved. The real problem isn’t complexity. It’s the inputs. We often talk about fragmentation as the core issue. But the bigger challenge is what sits underneath it: data…