CANNES — Fullscreen, the popular MCN, along with its parent group Otter Media, is developing a means to measure the impact of video views of custom advertising, says Kevin McGurn, Head of Sales, in this interview with Beet.TV

The new measurement system, meant to quantify a gross rating point (GRP), is being developed with Nielsen and Millward Brown. The program was announced at Fullscreen’s Digital Content NewFront in May.

We spoke with McGurn on the AT&T AdWorks yacht during the Cannes Lions Festival. AT&T is an investor in Otter Media.

We interviewed him during the AT&T AdWorks – Beet.TV event around the future of TV. For videos from the session, please visit this page.