CIMM Cross-Platform Video Measurement and Data Summit

Given the complexity of the premium video marketplace, “It’s just been messy to do business,” says Turner’s Beth Rockwood. But that doesn’t mean complexity is necessarily a bad thing. For nearly 10 years the industry has been aware of the challenge of “needing to do something different and better,” Rockwood explains in this interview with […]

The ARF is devoting 2019 to working with its members on empirical research that can help to shape industry standards for cross-platform audience measurement and advertising attribution. Until then, tension will exist among the buy- and sell-side, along with the plethora of companies offering measurement and attribution solutions. The latter was evident at the recent […]

One aspect of cross-screen video advertising attribution that will need to catch up with others is being able to determine the impact of different creative iterations. Some research suggests creative can account for as much as 70% of overall campaign performance, according to FreeWheel’s Claudio Marcus. Much of the in-depth studies that FreeWheel has done […]

Lack of innovation isn’t a problem when it comes to advanced television and cross-screen measurement, because there’s lots of it out there, according to Radha Subramanyam. But the Chief Research & Analytics Officer at CBS wonders about the ultimate goal. “I think there’s a ton of innovation, inventions, a lot of granular data in the […]

For something that has been evolving for several decades, marketing mix modeling is still very much a journey in progress. To Spark Foundry’s Lisa Giacosa, the final destination should represent a hybrid of short- and long-term ROI, brand equity and de-duplicated reach and frequency metrics. Overall, Giacosa says in this interview with Beet.TV at the […]