These days, the term \u201cpremium\u201d typically accompanies the word \u201cvideo.\u201d But premium must also apply to viewer engagement with ads and the results that should accrue to advertisers, according to Pooja Midha. The new President of true[X] will share the company\u2019s insights on how viewer interaction will transform the video ad business in a presentation at Beet Retreat<\/a> in the City, scheduled for June 6 in Manhattan.<\/p>\n According to Midha, upon its founding in 2007 true[X] \u201cnever meant to build a measurement system\u201d as it sought to give TV viewers a choice of commercial options with interactive ads<\/a> priced on cost per engagement. Rather, it was built out of necessity, she explains in this interview with Beet.TV.<\/p>\n \u201cWhat I think is important is that this was something that when you explained it to an advertiser or an agency and you said this is what you can accomplish in this environment, people lean in they think this is great,\u201d says Midha. \u201cAnd then you get down to talking about pricing, because again you have to make sure you account for what you\u2019re missing, and it becomes a bit harder.\u201d<\/p>\n The company considered simple commercial delivery\u2014measured with the help of entities like White Ops<\/a> and Moat<\/a>\u2014to be \u201cour baseline metric.\u201d The answer was to be able to prove impact. \u201cThere was no solution that existed in the marketplace that could measure impact of the ad,\u201d Midha adds.<\/p>\n That\u2019s why true[X] developed Uplift to measure brand benefits at scale, across platforms, in real time and in a consistent manner. \u201cToday we run Uplift across every single true[X] campaign on every platform that we exist on and we\u2019re measuring brand lift, which we think is such a fundamentally human metric and actually the metric that matters most.\u201d<\/p>\n At the upcoming Cannes Lions International Festival<\/a> of Creativity, Pooja will explain how true[X] plans to bring engagement ads into live digital streams and how the company plans to expand measurement options.<\/p>\n Beet Retreat in the City<\/a> will be held a the Luce Auditorium at Meredith Corporation, 225 Liberty Street.\u00a0 Participants include:<\/p>\n Phil Cowdell, Global President, Client Services, GroupM<\/p>\n Laura Desmond, CEO, Eagle Vista Partners<\/p>\n Kristin Dolan, CEO, 605<\/p>\n Christopher Geraci, President, National Video Investment at Omnicom Media Group<\/p>\n Walt Horstman, SVP Advanced TV, TiVo<\/p>\n David Kline, President, Spectrum Reach, Executive Vice President, Charter<\/p>\n Allison Metcalfe, GM LiveTV, LiveRamp<\/p>\n Rob Norman, Advisor<\/p>\n Babs Rangaiah, Executive Partner, Global Marketing iX at IBM<\/p>\n Nancy Reyes, Managing Director, TBWA\/Chiat Day\/NY<\/p>\n Lyle Schwartz, Managing Director, TBWA\/Chiat Day\/NY<\/p>\n Doug Ray, Chairman, Dentsu Aegis Media<\/p>\n Mike Rosen, EVP, Advanced Advertising and Platform Sales at NBCUniversal<\/p>\n Ashley J. Swartz, CEO, Furious Corp.<\/p>\n Vikram Somaya, SVP, Global Data Officer & Ad Platforms, ESPN<\/p>\n Ben Tatta, President, 605<\/p>\n Jamie West, Deputy MD, Sky Media UK & Group Director of Advanced Advertising Sky PLC<\/p>\n Ben Winkler, Chief Investment Officer, OMD<\/p>\n This video is part of The Road to Cannes, a preview of topics to be addressed at Cannes Lions. The series is presented\u00a0by the\u00a0FreeWheel Council for Premium Video<\/a><\/em>. For more videos from the series,\u00a0please visit this page<\/a>.\u00a0 FreeWheel is a Comcast company.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" These days, the term \u201cpremium\u201d typically accompanies the word \u201cvideo.\u201d But premium must also apply to viewer engagement with ads and the results that should accrue to advertisers, according to Pooja Midha. The new President of true[X] will share the company\u2019s insights on how viewer interaction will transform the video ad business in a presentation […]<\/p>\n","protected":false},"author":17,"featured_media":52736,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7262],"tags":[5092,5143,5883,6730,7259,7263,7265],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/52441"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=52441"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/52441\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/52736"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=52441"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=52441"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=52441"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}