LAS VEGAS – The ability to show different advertising to different households during the same shows on national television this year will become more available to brands. Measurement and attribution are necessary parts of this growth.
“A lot more measurement companies are coming out asking for data, exposure data to be shared so that they can measure that addressable campaign,” Kemal Bokhari, head of data, measurement and analytics at DISH Media, said in this interview with Beet.TV contributor Jon Watts at CES 2023.
“A lot of the advertisers are looking to do multi-touch attribution,” he said. “They want to be able to measure their linear, their addressable, their CTV — all of their campaigns together holistically, And a lot of measurement companies are leaning in to do so.”
Universal identifiers that guard consumer privacy would help advertisers with their cross-platform measurement, he said.
“The biggest issue right now is when an advertiser wants to do measurement and they have an addressable campaign across DISH, Direct, Ampersand, they need to go to each person, each company and ask for data and then the data has to be aggregated,” Bokhari said. “If there’s any way to unify measurement, that would be the Holy Grail because that will help drive growth in addressable media spend.”
You’re watching “Establishing Measurement Standards in a Converged TV World,” a Beet.TV Leadership Series produced at CES 2023, presented by Innovid. For more videos from this series, please visit this page. For all of our coverage from CES 2023, please click here.
