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.
Essa animada sessão foi conduzida por Joan Gillman, da Time Warner Cable. Junto com Allen no palco estavam executivos de todo o cenário da mídia, incluindo Paul Haddad, vice-presidente sênior e gerente geral de análise avançada de dados da Cablevision Media Sales; Cathy Hetzel, vice-presidente executiva da Comscore; e Keith Kazerman, chefe de estratégia e desenvolvimento de produtos de vendas de anúncios da Discovery Communications.
Durante a discussão, os participantes lembraram ao público que, embora a verdadeira medição entre plataformas seja necessária no mercado, o setor ainda precisa enfrentar vários obstáculos importantes para avançar. Eles também observaram que é fundamental que todo o setor participe.
Allen reminded the audience that Nielsen has taken significant steps as part of our Público total 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.
