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{"id":72901,"date":"2021-04-05T18:53:30","date_gmt":"2021-04-05T22:53:30","guid":{"rendered":"https:\/\/www.beet.tv\/?p=72901"},"modified":"2021-04-05T18:53:30","modified_gmt":"2021-04-05T22:53:30","slug":"ad-buyers-want-unified-measurement-liveramps-prasad","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2021\/04\/ad-buyers-want-unified-measurement-liveramps-prasad.html","title":{"rendered":"Ad Buyers Want Unified Measurement: LiveRamp’s Prasad"},"content":{"rendered":"A new report shows ad buyers have a laundry list of changes they would like to see to addressable TV ads, if audience-based buying is to become more popular.<\/p>\n
But recent changes may suggest some of their prayers may get answered.<\/p>\n
In this video interview with Beet.TV, Jay Prasad, chief strategy officer, describes some of the findings of a new survey of brands and ad agencies that was commissioned by DISH Media, Cadent, Canoe, Comscore, INVIDI Technologies, LiveRamp, Verizon Media, ViacomCBS and WarnerMedia<\/p>\n
Unification for the nation<\/h2>\n
The\u00a0study<\/a>,\u00a0Era Of Addressable<\/a>, carried out by Forrester found the buy side calling for change:<\/p>\n\n- Simplify buying and managing campaigns across suppliers (66%)<\/li>\n
- Increase scale (65%) and national footprint (64%)<\/li>\n
- Interoperability among MVPDs (74%); technology partners (93%)<\/li>\n
- Single measurement standard from media companies (92%)<\/li>\n<\/ul>\n