LiveRamp, which acquired the performance measurement company Data + Math last year, expects performance around advertising to be a top consideration after the COVID-19 crisis has passed.

Effective ad planning is essential now as media consumption spikes, but direct business outcomes like store traffic not as important.

For the current period, most marketers are focused on reach, says Christine Grammier, Head of Buy Side TV at LiveRamp.

We interviewed her last week remotely.