Commentary

No Matter How You Add It Up, Cross-Platform Measurement Is In Demand

If there was any doubt as to what tops the television industry’s agenda, consider the number 16.

That’s how many different initiatives are currently underway to find the industry’s Holy Grail: true cross-platform measurement.

Actually, that may be only part of the total.  Globally, and perhaps even in the U.S., …

2 comments about "No Matter How You Add It Up, Cross-Platform Measurement Is In Demand".
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  1. Ed Papazian from Media Dynamics Inc, August 25, 2020 at 12:24 p.m.

    Agreed, Jane. But it's vital that whatever measurement that is developed must be both practical to execute as well as focused on "viewing" ---not merely that the device is displaying editorial content---or ads---on its screen. The danger is that we may fall into the trap of expediency. Device usage data is universally available whereas eyes-on-screen measurements ---while possible for in-home TV may not be easily aplied to out-of-home TV as well as digital platforms in any location. This could lead us, in our haste to develop something, to postpone  the quest for meaningful "viewing" information and go the easier route---device usage. In which case we will be faced with all sorts of contradictions and  difficulties in interpreting the data.

  2. Michael Malcy from Decentrix, August 26, 2020 at 11:41 a.m.

    Cross-media measurement and selling is by no means a simple task. And Jane is correct about the disparate efforts going on to solve cross-platform measurement. It does feel like there are 16 chili contests and the contestants have years to submit their dish. Each submission has multiple cooks and each contest will declare their winner to be the world champ. Meanwhile the smart ones aren’t waiting for multiple recipes.

    Using transformative Intelligence, we are supplying cross-platform impression-based sales solutions to our customers now.  Our system incorporates granular cross-platform measurement and analytics to create optimized impression-based campaigns that maximize our clients inventory usage and revenue.

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