CANNES – The value of advertising is rooted in measurement, whether it’s counting the number of visible impressions or attributing a campaign’s contribution to driving revenue. Increasingly, brands, agencies and media companies are seeking to put a value on consumer attention to advertising.

“Getting to an end state where we can actually transact against attention in some way, shape or form is something that we all want to do. It’s a question of defining how we do it and actually what it is,” Zach Chapman, senior vice president of global partnerships at Comcast’s NBCUniversal Global, said in this interview with Beet.TV contributor Tameka Kee.

NBCUniversal recently expanded its global One Platform technology and content offering to give advertisers a way to manage multimarket campaigns in a single buy. The partnership with sister company FreeWheel covers linear TV, connected TV and premium digital video ad inventory.

“We’re aggregating audiences across premium publishers — call it the two, three most premium brands that deliver premium content in any given market,” Chapman said. “We can target audiences across the globe to deliver whatever outcome we need to for the advertiser.”

You are watching “The Transformation Of Television: Connected, Addressable & Outcome-Based,” presented by Go Addressable & Teads at the Cannes Lions International Festival of Creativity. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.