It’s the challenge of a media generation. But there is still no good way in which the media industry is effectively comprehending the holistic viewing of video across multiple device screens, according to one advertising big-wig.

“There has been a fundamental shift – some viewers are spending more and more time with Netflix – and Amazon Prime-like objects. There is some loss of audience as a function of that,” according to GroupM chairman Irwin Gotlieb.

“But there is substantial loss of audience that is also a function of a broken or damaged yardstick.

“The current currency … fails to capture cross-device viewing as it should. Despite OCR, OCX and all those efforts – we’re just not doing the job we ought to do. Media, we have to have decent measurement to start with.”

Programming Note: Gotlieb will be speaking at the Beet Retreat next month in Floridaabout this and related topics.

He was interviewed last month by AT&T AdWorks marketing VP Maria Mandel Dunsche, at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here