Measuring All Forms of Advertising. Q&A with ITVX's Ray Pettit

Dr. Ray Pettit is the Chief Analytics Officer for ITVX at Rentrak which means that he is deeply immersed in the measurement of branded and in-program content. In this fascinating interview, Pettit talks about ITVX, biometrics in measurement, cross platform applications to ITVX, native advertising measurements and, because he began his career as a musician, Pettit discusses the importance of a liberal arts education in professional growth. He also offers some insights into how the media landscape will look in the next 3-5 years.

There are five videos in the interview:

Subject                                                 Length (in minutes)

Background                                                    (5:18)

ITVX Rentrak                                                  (8:44)

Segmentation and Biometrics                    (7:10)

Cross Platform, Native, ROI                         (5:32)

Scale, Standards, Predictions                      (5:03)

Charlene Weisler interviews ITVX's Dr. Ray Pettit who talks about his background in this 5:18 minute video:

Charlene Weisler interviews Ray Pettit who talks about Rentrak and ITVX in this 8:44 minute video:

Dr. Ray Pettit talks to Charlene Weisler about segmentation and biometrics in this7:10 minute video:

Charlene Weisler interviews Ray Pettit who talks about cross platform in this 5:32 minute video:

Charlene Weisler interviews ITVX's Dr. Ray Pettit who looks forward and offers his predictions in this 5:03 minute video: