- October 19, 2020

The Convergence of Linear & OTT Measurement

Laura Fitzpatrick
Laura Fitzpatrick
VP, National Network Television

Laura Fitzpatrick, Vice President, National Services at Comscore discusses the future of measurement, and the opportunities and challenges traditional measurement methods face as linear and digital/CTV video converge.

As consumers are increasingly turning to OTT, sophisticated marketers are adjusting their advertising planning in turn. In reaction to these changes, two-thirds of media planning agencies and brands have now fused together their traditional linear planning and digital/CTV video planning groups. This is putting new pressure on measurement operations to build the long-discussed nirvana of video advertising measurement: the use of traditional reach and frequency currencies to what has become standard digital analyses such as multi-touch attribution and incremental measurement. How are these well-charted methods of measurement being blended to meet the new opportunities and challenges of this inevitable convergence?

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