Over the last couple of years, media measurement’s big titans have both rolled out new ways to quantify online video consumption for advertisers – Nielsen’s Online Campaign Ratings<\/a>\u00a0(OCR) and comScore’s Validated Campaign Essentials<\/a>\u00a0(VCE).<\/p>\n

Who will win? That’s the wrong question to ask, says an exec from the comScore side.<\/p>\n

“The market has come to believe it\u2019s very tidy when everybody but one guy goes out of business,” says chief research officer Josh Chasin<\/a>. “It\u2019s not going to happen in digital. Everyone but one guy is not going to be forced out of business – the economy is very different.”<\/p>\n

Chasin says comScore’s VCE is advantaged by validating audience demographics against more than one source (Nielsen’s OCR uses Facebook for that).<\/p>\n

Even if either side forces the other out, it won’t necessarily become more valuable, Chasin adds: “If there are two services and one goes away, the service left hasn\u2019t all of a sudden just become extremely right – it’s just become the only place I can look.”<\/p>\n

We spoke with him at the\u00a0Beet.TV Video Ad Fraud Leadership Summit<\/a>\u00a0where he was a panelist, interviewed by Matt Prohaska of Prohaska Consulting<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Over the last couple of years, media measurement’s big titans have both rolled out new ways to quantify online video consumption for advertisers – Nielsen’s Online Campaign Ratings\u00a0(OCR) and comScore’s Validated Campaign Essentials\u00a0(VCE). Who will win? That’s the wrong question to ask, says an exec from the comScore side. “The market has come to believe […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[4477],"tags":[5265,2924,5356,3507,3712,4083,4357],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/27482"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=27482"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/27482\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=27482"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=27482"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=27482"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}