EGTA

CANNES — Although we are seeing many broadcasters and video platforms experiment with new measurement vendors beside Nielsen, the “alt currency” game is not yet over. In this video interview with Beet.TV, Katty Roberfroid, Director General, EGTA, says she wants to see the traditional “gold standard” of TV measurement continue. Upgrade the standard “To us, […]

The biggest mass medium of them all is facing its challenges – but television remains the best way marketers can build a brand. That was the view of EGTA, a trade body representing European broadcasters’ advertising sales units, as it took its members on a study trip to meet US peers in New York. “If […]