Travis Scoles, senior vice president of product management, addressable advertising at Vantage at ViacomCBS, discusses television advertising in an interview with Beet TV's Robert Williams.
Improved measurement of addressable advertising will underpin its growth as marketers and programmers have more tools to determine its effectiveness and hone their strategies in a cross-platform environment. Making those platforms more comparable is a key goal as TV audiences grow more fragmented among a growing number of choices among linear and over-the-top (OTT) channels.
This video is part of 'Advancing Toward a Common TV Measurement Currency', a Beet.TV leadership series presented by Comscore. For more videos from the series, please visit this page.