CANNES — Agencies like Group M are requiring that technology partners adhere to baseline standards when it comes to the measurement area of attribution modeling, says Cary Tilds, Chief Innovation Officer at Group M, in this interview with Beet.TV.

“The one single thing I see in new technology that is delayed in their ability to take on a paid media investment partner, is they fail to look at the base level standards we have already created,” she says. That means adhering to standards on digital measurement of impressions and views from the likes of the IAB, she adds. If an ad tech firm wants to be considered by a media agency for attribution measurement, it needs to program to the existing framework of standards already, she adds. “If they don’t, they sit outside that model until they measure consistently in a way where we can compare things,” she says.

We interviewed Tilds at the Cannes Lions Festival as part of a series on video advertising presented by Teads.  Please visit this page  for more videos from the series.