Mediabrands’ Bosetti: Holistic Measurement Essential for Converged TV Success

As audiences fragment across linear TV, streaming and social video, advertisers are trying to reaggregate them for effective cross-screen measurement. But success ultimately hinges on driving tangible outcomes for clients, according to the woman heading spending at one major ad agency. In this video interview with Beet.TV, Maureen Bosetti, chief investment officer, IPG Mediabrands, says outcomes drive everything. Innovations in cross-screen measurement Bosetti sees innovation in cross-screen measurement from partners like EDO helping to measure video properties more cohesively. "The data sources that we now have access to across all these different fragmented environments (allow [...]

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Measurement for a Streaming-First World, a Beet.TV Leadership Series, presented by EDO