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Today’s consumers are in the driver’s seat when it comes to what, when, and where they engage with media content – whether it be on live TV, on a digital device, or on CTV. As we enter the next generation of media, where agencies and advertisers are taking an audience-centric approach to planning and buying across platforms, the definition of "currency" is being reimagined. How can measurement providers effectively solve for the challenges of this new media landscape and ensure advertisers are not only delivering their messages to the right audiences at the right time, but also ensuring their ability to determine attribution?
During this invite-only session, Comscore and Spectrum Reach will lead an open discussion with thought leaders from across the industry on the challenges faced in today’s measurement environment including continued media fragmentation, changes in the ad tech ecosystem brought by the demise of cookies, and the ongoing call for holistic and unduplicated measurement that accurately links media exposures across platforms. Participants will be encouraged to reflect on what’s needed in a modern measurement currency to connect with today’s cross-platform audiences.