SAN FRANCISCO – While measurement tools like Nielsen’s OCR allows TV ad buyers to identify online audiences to match TV buys, which are primarily for “make goods,” there are strong headwinds against changing the way that TV ads are sold via upfronts and other conventional means, explains Amit Seth, Global EVP of Global Media Products at Nielsen.

Seth was interviewed on stage at the recent Beet.TV leadership summit on programmatic TV by Ashley Swartz, CEO of the New York-based media consultancy Furious Minds.

In the session, he speaks about OCR and the upcoming expansion of Nielsen’s XCR, its cross-platform rating system.

You can find more clips from the event here.