The State of TV Data Measurement: Interview with Videa’s Brad Smith at TV Week 2017

The current and future state of TV data measurement continues to be a hotly debated question. Brad Smith, senior vice president of revenue and operations at Videa, discussed his views regarding programmatic television, current challenges, the need for open standards, and the successful path forward to growing the television business, in an exclusive interview at the 2017 Television Week conference.

What would you say is currently the biggest challenge for programmatic in the marketplace?

Brad Smith: It’s partially education and the need to push for open standards, allowing systems to talk to each other. I also think a large part is change management. You have to be able to show people how this is going to positively affect them.

You have sales folks who are subject matter experts, and if you’re unable to give them the tools to empower them to do more, they’ll be afraid of it and slow down the process.

How do you think we can realistically get to an open standard, seeing as it’s still such a competitive environment?

Read the full interview at the Videa blog.