Elevating Measurement: Delivering on a Cross-Platform Promise
Rachel Gantz
Managing DirectorProximic by Comscore
In today’s fragmented media landscape, there is a need for brands to reach their target audience irrespective of how they consume media across channels and devices.
Providing deduplicated, unified measurement across media and screens to show true incrementality will be critical. In this session, hear from industry leaders on their views of the importance of true cross-platform measurement across linear TV, connected TV (CTV), desktop, and mobile. Join us for a conversation on how the world of media measurement will change in 2022, and on whether the industry will finally deliver on the promise of an elevated cross-platform value exchange.
This video is part of the TVOT Live! New Year 2022 conference, for more recorded sessions, see https://vimeo.com/user2660412.