SANTA MONICA, CA — It seemed like such a lightbulb moment, the idea that measuring actual connected TV consumption could improve the measurement of TV ads to such a personal degree. Unfortunately, “household identity graphs” don’t necessarily solve the intrinsic problem that TV sets often enable communal viewing. In this video interview with Beet.TV, Field Garthwaite, … Continue reading Household IDs Can Mislead, Content IDs Address The Moment: IRIS.TV’s Garthwaite