Getting to Transparency: The Promise and Pitfalls of Modernized Media Measurement
Session 28

Date: Tuesday May 17, 2016    Time: 2:30pm-3:30pm
Location: East 3, INTX Marketplace

Session Video

Session Description

With $70 billion spent annually in the U.S. alone on television advertising, the stakes for accurate audience measurement are higher than ever. Yet there’s never been greater fluidity than there is now around the ability to achieve transparency and accountability in measurement deliverables. Capture the latest intelligence about critical issues including how research providers are attempting to solve the mysteries of measurement; how (and why) television networks are changing their formulas for advertising loads; the impact of addressability on measurement; and how the migration to impressionistic reporting will change the future of ad-supported television.

Learn about:

  • how demand for addressability, transparency and accountability is changing measurement approaches
  • implications of new network advertising inventory models and ad loads
  • how to achieve scale in addressable advertising measurement
  • the mystery of “missing” viewers: where are they anyway?