Measurement Standards Will Help Support Ad Spending: ViacomCBS’s Travis Scoles

LOS ANGELES – Viewers are dividing their time spent with video content among a wider variety of devices and platforms, challenging advertisers to measure reach and frequency more accurately. ViacomCBS supports efforts to create a cross-platform currency for the media marketplace alongside its development of its Vantage platform for advanced advertising. “Optimization, targeting – all […]

 
 

TV Ads Move Toward Cross-Platform Delivery: ViacomCBS’s Travis Scoles

Improved measurement of addressable advertising will underpin its growth as marketers and programmers have more tools to determine its effectiveness and hone their strategies in a cross-platform environment. Making those platforms more comparable is a key goal as TV audiences grow more fragmented among a growing number of choices among linear and over-the-top (OTT) channels. […]

 
 

Transparent Partnerships Will Drive Advanced TV: Schireson’s Scoles

Five years ago, advanced television “wasn’t a thing.” It was just starting to come into existence “and now this is a core piece of many publishers’ product offerings,” says Travis Scoles, a Partner at advertising and marketing data science firm Schireson. Where advanced TV goes in the next five years is one of the topics […]