FORT LAUDERDALE — Fragmented content consumption has given rise to platforms that help advertisers and buyers aiming to put measurement back together. The only problem? They’re fragmented, too!

Does any of this matter? Some marketers are becoming excited about the prospect of unifying ad measurements in to a single, holistic metric. But is that feasible? An entertaining panel convened at Beet.TV’s recent executive retreat debated…

  • comScore executive chairman and co-founder Gian Fulgoni“I don’t think there is a single currency in the digital world. There may be in television – but, in digital, a whole bunch of different ad servers are used that provide the count on which buying and selling occurs.”
  • Rentrak CEO Bill Livek: “We live in a common-sense world where there is a basket of currencies. The economy functions well because we have multiple currencies. In television, we are already there with multiple currencies.”
  • Nielsen agency solutions EVP Dave Hohman: TV has got incredibly fragmented. No one system can measure all of it. That’s why, slowly, we have seen the adoption of multiple currencies. We accept that these standards aren’t perfect.”
  • MediaVest SVP Steve Murtos: “The only data that we’re using is coming out of the box. We’re combining with whatever data we can find at a household level. You can’t rely on the box forever, as things become more dispersed across devices.”

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

The panel was moderated by Furious Corp CEO Ashley Swartz.

You can find more videos from the Beet Retreat on this page.