cross-platform measurement has become a paramount effort.
What metrics best represent viewer behavior and consumption patterns?
How can the industry most effectively use segmentation to augment (or
even replace) the standard age-gender proxies for buyers and sellers of
content? Should we standardize to ratings, reach, and frequency or
delivery in order to tie together cross-platform usage? All these
questions remain as relevant as they are challenging.
According to AdExchanger,
measurement in the programmatic marketplace might be the key to
success, as well as a formidable opponent to linear television legacy
measurement systems. As they state, “From a television purist’s
perspective, TV doesn’t need programmatic solutions. It’s just a myth
that will create sales channel conflict and cheapen the value of what is
an extremely limited source of inventory. Old media companies have TV
sales teams who are doing quite well selling ads the old-fashioned way.
They are resistant to introducing data-driven advertising beyond basic
demographic information based on Nielsen ratings, with a possibility of a
Read the full article on the Videa blog.