A big conundrum in cross-screen audience targeting is the need for cooperation across a multitude of potential partners even as the number of partners continues to multiply. And technology itself isn\u2019t the white knight it was once thought of, judging from a panel discussion at the recent Beet.TV leadership forum<\/a>.<\/p>\n The panel titled Making Identity a Reality in a Multi-Screen World brought together Matthew Krepsik, Nielsen’s Global Head of Analytics, Carol Hinnant, EVP of National Television Sales at Comscore and Bob Ivins, Chief Data Officer at NCC Media.<\/p>\n Moderator Matt Prohaska, CEO & Principle of Prohaska Consulting<\/a>, kicked things off by asking about the much desired \u201cleap forward\u201d from household to individual person addressability.<\/p>\n \u201cI think we\u2019re still in the early days of that as an industry,\u201d said Krepsik<\/a>, who believes the quest for a curated, omni-channel experience rests on \u201cinsuring that we have that common view of an individual person, regardless the screen or the device that they\u2019re watching content on.\u201d<\/p>\n No one seems to think that\u2019s on the immediate horizon. Hinnant<\/a> touted the actionable nature of household data, saying, \u201cWe\u2019ve had great progress with it. I think it does come to scale at that point.\u201d When used at scale, \u201cit actually proves to have better results.\u201d<\/p>\n