![]() ![]() Samba TV’s Magel welcomes it as “a really positive development” because the current setup is “not optimal”. It came as a response to the hole left by the removal of Nielsen’s MRC accreditation, and the growing interest the companies are taking in an array of alternative measurement providers. Stick with the JICĮarlier this year, US national TV programmers agreed to form a Joint Industry Committee (JIC) with OpenAP to create a measurement certification process for cross-platform viewing. “Agencies really will benefit because they are the closest to activating those advertising and media schedules if they’re doing some of that measurement themselves.”Īgencies are often amongst the most vocal proponents for multi-screen, advanced media measurement.īut they are also amongst the most concerned that proliferation of value-chain participants makes work ever more complicated. “A lot of times clients are using third parties or working with publishers to source their measurement. ![]() “The agency world needs to really think about including measurement in its scope,” says Magel. SAN JUAN, PR - Little by little, media measurement is evolving from from single-channel panel data gathering to census-based viewing data sets and identity graphs, with real-time capability.Īnd, with the emergence of a US Joint Industry Committee (JIC) to tackle the issue, even more development is set to happen.īut, in this video interview with Beet.TV, Kris Magel, VP, Head of Agency & Publisher Solutions, Samba TV, says agencies and others need to engage to help redefine what media measurement looks like. ![]()
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