Nielsen recently joined key industry leaders to at the annual Internet and Television Expo (INTX). As a part of our involvement at INTX 2016, Nielsen executive Judi Allen, senior vice president (SVP) of client solutions, took the stage to participate in a discussion around transparency as it relates to the evolving world of media measurement.
Sesi yang hidup ini dipimpin oleh Joan Gillman dari Time Warner Cable. Bergabung dengan Allen di atas panggung adalah para eksekutif di seluruh lanskap media, termasuk Paul Haddad, SVP dan manajer umum, analitik data lanjutan dari Cablevision Media Sales; Cathy Hetzel, wakil presiden eksekutif Comscore; dan Keith Kazerman, kepala strategi produk penjualan iklan dan pengembangan Discovery Communications.
Selama diskusi, para peserta mengingatkan hadirin bahwa meskipun pengukuran lintas platform yang sebenarnya diperlukan di pasar, industri ini masih harus menghadapi beberapa rintangan utama untuk memajukannya. Mereka juga mencatat bahwa seluruh industri harus berpartisipasi.
Allen reminded the audience that Nielsen has taken significant steps as part of our Jumlah Pemirsa initiative to ensure the industry has comprehensive, independent and comparable measurement solutions that will help them to overcome cross-platform challenges.
As we move closer to holistic measurement of who is watching, we’re also working to deliver the next frontier, capturing what that total audience thinks and does as a result of viewing. This level of understanding will be critical to growing the overall advertising pie, and it’s something that Nielsen is uniquely positioned to deliver.
Photo credit: NCTA/Oscar & Associates.
