Peter Wengryn, CEO of VMS answers questions about the company's newest offering Vantage, which measures the ROI of PR and advertising separately and in tandem. Wengryn talks about why this measurement capability is important, what Vantage offers, and why this was the right time to introduce this service, which was more than three years in the making.

PRWeek: Vantage is focused on demonstrating ROI not just for PR but in tandem with advertising.  Why is this important?

Peter Wengryn: At ...