Cross-screen measurement of advertising has become a bigger priority for marketers as they seek to understand how consumers have changed their viewing habits among a wider group of devices. The growth in streaming video has not only made the media landscape more fragmented, but it also has provided another source of data about consumers.<\/p>\n
\u201cIf you go to more performance-savvy advertisers and performance-savvy customers, the questions are about understanding cross-screen exposures to business outcomes or KPIs that the marketer may need,\u201d Louqman Parampath<\/a>, vice president of product management \u2013 advertising, at streaming-device maker Roku, said in this conversation presented by Beet.TV.<\/p>\n Speaking to\u00a0Matt Sweeney<\/a>, chief investment officer at WPP-owned media agency GroupM, Parampath described the current condition of cross-screen measurement and the challenges of combining data sets from different sources.<\/p>\n \u201cMost measurement partners don\u2019t have all of these data assets and identity graph capabilities, and a methodology all buttoned up for a complete solution,\u201d he said. \u201cIt is going to be an evolutionary improvement on how we measure, how we improve our capabilities \u2013 and how the ecosystem itself works with each other. These are different datasets, often not controlled by a single party.\u201d<\/p>\n Roku in March formed a strategic alliance<\/a> with TV ratings company Nielsen aimed at improving media measurement and video advertising. Roku agreed to buy Nielsen\u2019s Advanced Video Advertising (AVA) business that includes its video automatic content recognition (ACR) and dynamic ad insertion (DAI) technologies.<\/p>\n The partnership included a plan to integrate complementary Nielsen ad and content measurement products into the Roku platform and advance the Nielsen One cross-media measurement solution.<\/p>\n \u201cIt\u2019s a step forward for traditional TV, and opens up new ad opportunities for other programmers\/sell-side, but it also opens up all the data, targeting and measurement capabilities that marketers\/buy-side has historically wanted,\u201d Parampath said. \u201cWe can bring these addressable TV exposures into this cross-screen measurement solution.\u201d<\/p>\n This video is part of the Global Forum on Responsible Media produced by Beet.TV, GroupM with the 4A\u2019s. This track on<\/span><\/i>\u00a0<\/span>cross-screen measurement is sponsored by Nielsen. For more videos on this topic,\u00a0<\/span><\/i>visit this page<\/span><\/i><\/a>.\u00a0<\/span><\/i><\/b>\u00a0<\/span><\/p>\n The entire Forum can\u00a0be\u00a0<\/span><\/i>watched on-demand here<\/span><\/i><\/a>, and all videos from this project\u00a0<\/span><\/i>can be found here<\/span><\/i><\/a>.<\/span><\/i>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":" Cross-screen measurement of advertising has become a bigger priority for marketers as they seek to understand how consumers have changed their viewing habits among a wider group of devices. The growth in streaming video has not only made the media landscape more fragmented, but it also has provided another source of data about consumers. \u201cIf […]<\/p>\n","protected":false},"author":24,"featured_media":75398,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8826,8845],"tags":[6301,8665],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75384"}],"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\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=75384"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75384\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75398"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75384"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75384"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75384"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Strategic Alliance With Nielsen<\/h3>\n