Simple standards<\/h2>\n

Swartz described Castree’s vision for a common standard as “ensuring that they have a UID that allows them to identify unduplicated reach across multiple supply sources.”<\/p>\n

He added: “Within that (standard), we’re (need) to understand, who have we reached perhaps, and at what level of certainty, and who have we reached for certain.<\/p>\n

“We want to bring other data into systems where we care about people as the central kind of units that we measure things around. I think we can do a lot more with television than we are today.”<\/p>\n

Bundling holding back addressable<\/h2>\n

Castree accused certain vendors of acting in their own best interests.<\/p>\n

“We’ve had a lot of systems … a lot of companies trying to bundle data, technology, and inventory, and not bring it back to us,” he said. “(But,) we (at agencies) want to buy that in a disaggregated way.<\/p>\n

“Bring the data back to us, so we can de-duplicate it and look across that”<\/p>\n