“But also we are thinking about commerce” and “how advertisers can transact on our platforms and we can deliver results. And I think that’s the most important thing,” Lucas adds in this interview with Beet.TV at the Digital Content NewFronts 2018.

Having recently joined Oath from Snap Inc., Lucas is clear about Oath’s overriding mission, which can be summarized thusly: How it uses data to create content, “to deliver consumers and associate them with the right content and the right advertisers, contextually.”

He hopes that NewFronts attendees left Oath’s presentation “feeling that there’s so much value in what we’re bringing to the table with the four pillars of deep content.”

Oath is squarely focused on being a mobile-first entity because that’s where people want content, according to Lucas.

“People wonder why ratings are going down, down, down and advertisers are paying more, more and more. It’s because the consumer wants to see it when they want it, all the time. In their pocket, on their phone.”

To sum things up, he offers a baseball metaphor. “You associate that with a brand-safe environment, with data for targeting and data for measurement and third-party measurement, I think you’re delivering a home run.”

This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.

Enter the Moat Video Score, a new impression-level metric for measuring digital video exposures that focuses on length of creative, plus its sound and viewability, along with the portion of a user’s screen in which it appears.

“Interestingly, we’ve never really asked questions about what we call screen real estate,” Moat CEO and Co-Founder Jonah Goodhart says in an interview with Beet.TV at the the IAB Annual Leadership Meeting. “So for the first time we’re asking if you have an ad, is it on 10 percent of the screen or 100 percent or 50 percent.”

While it may or may not impact effectiveness, “we think it’s important to understand how much of the person’s attention did you potentially get and for how long,” says Goodhart.

One of the things that makes video “incredibly exciting” right now is that so many platforms are becoming video-first in their approach to content and advertising, according to Goodhart. “The question we ask is how do you effectively measure video. What are the right questions to ask when you’re measuring video?” he says.

The Moat Video Score, which is census-based and uses a scale of 0-100, has early supporters in brand marketers like Unilever and Bank of America, media agency GroupM, Condé Nast, Fox Networks Group, Hulu, NBCUniversal and Snap Inc.

The jury is still out on what video ad experience will rise to the top of consumer preference, according to Goodhart.

“What we know for sure is we’re changing the way we consume content and we know it’s increasingly mobile and increasing video,” Goodhart says. “How that plays out is anyone’s guess, but I think it’s going to be fun to watch.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.