While the industry has gotten digital advertising down to a precise science, the increasingly fragmented world of connected television (CTV) and over-the-top (OTT) media still faces major hurdles to achieving precise and reliable ad targeting and measurement.
In the last year or so, much of the debate has focused on the effectiveness of the traditional panel-based approach to measurement, with critics arguing that such a model fails to capture the whole picture of TV and video viewership and user trends. Industry mainstays have been the subject of increasing scrutiny, while challengers have proposed new, innovative frameworks that seek to improve cross-channel ad effectiveness and measurement — through artificial intelligence, census-based methods and more. In this session, top industry players duke out the best new theories for optimizing CTV/OTT targeting and measurement.
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Comscore CTV Intelligence™ provides clients with critical insight into consumer over-the-top (OTT) streaming activity on TV-connected devices, including smart TVs, streaming...