Even as new data sources continue to emerge, there\u2019s not going to be a \u201cmagic bullet\u201d that will enable television advertisers to figure out cross-screen reach and frequency. At the heart of the challenge lies consumer privacy, according to Lance Neuhauser, CEO of 4C Insights.<\/p>\n
\u201cWe have to continue to make steps forward in being able to ensure that we can tell marketers whether they\u2019re reaching five different people across five different touch points or one person across five different touch points,\u201d Neuhauser says in this interview with Beet.TV.<\/p>\n
\u201cAnd we need to be able to do that with a high degree of confidence.\u201d<\/p>\n
4C Insights\u2019<\/a> mantra is to \u201cempower marketers to behave more like consumers, which is multi-screen, multi-formatted,\u201d Neuhauser adds while attending the Advanced Advertising Summit<\/a>.<\/p>\n Whereas digital has long been considered a data-driven medium\u2014owing to the availability of addressability, targeting and measurement\u2014TV is on the move to close the gap.<\/p>\n \u201cWe knew it had premium, brand-safe environments. Now we finally get to see just how far down the funnel TV actually goes.\u201d<\/p>\n