ARF’s annual flagship conference, AUDIENCExSCIENCE, brings to light the most critical audience measurement issues. Comscore presented two sessions, sharing new insights on TV consumption and campaign measurement and effectiveness.
Comscore COO Greg Dale presented The New State of TV, a holistic data-driven look at who’s watching what, when and where. Comscore CMO and EVP of Digital Tania Yuki and Comscore CIO Brian Pugh shared insights on the impact of frequency and latency in cross platform advertising effectiveness in their session Going Steady: How Long Will (My Cross-Media Campaign) Last?