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.
This lively session was led by Joan Gillman of Time Warner Cable. Joining Allen on stage were executives across the media landscape, including Paul Haddad, SVP and general manager, advanced data analytics of Cablevision Media Sales; Cathy Hetzel, executive vice president of Comscore; and Keith Kazerman, head of ad sales product strategy and development of Discovery Communications.
Throughout the discussion, participants reminded the audience that while true cross platform measurement is needed in the marketplace, the industry still has to face several key hurdles in order to move this forward. They also noted it is key that the entire industry participates.
Allen reminded the audience that Nielsen has taken significant steps as part of our Total Audience 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.