SAN FRANCISCO, CA — In the digital TV age, the old ways of measuring TV audiences often come under scrutiny.

But should you throw the baby out with the bath water?

No, according to CEO Sean Muller.

“Measurement is not broken per se,” he says. “There’s no reason to reinvent current age, and gender type of measurement.

“But there is a need for new measurement approach. There is a need to evolve the measurement and to modernise the measurement. Make it faster, more granular, connectable with audience segments, connectable with outcomes.”

iSpot.TV, which offers measurement, attribution and technical services, takes viewing data from Inscape, the subsidiary of TV maker Vizio that uses automated content recognition (ACR) to capture audiences’ real viewing behavior.

The interview was carried out by Beet.TV editorial and strategy director Jon Watts.

This video is part of Beet.TV’s coverage of  RampUp, LiveRamp’s summit for marketing technology in San Francisco. This series is co-sponsored by LiveRamp and ZEFR.