Why advertisers are driving change in cross-media measurement

The Media Leader TV

More change has happened in cross-media measurement in the last three years than the 30 years before that.

That is what Jo Kinsella, president of TVSquared by Innovid, told The Media Leader in a conversation about the current state and future of cross-media measurement in the UK and US.

Advertisers are driving this change, she said, and becoming more demanding when it comes to transparent, instant cross-media measurement aligning TV with digital.

Initiatives that promote collaboration across industry, including the buy side and sell side, such as Project Origin in the UK and Cflight in the US and UK should be taken as a positive and Kinsella urged the industry to “not let perfect get in the way of good”.

Kinsella speaks to The Media Leader reporter Ella Sagar, with an intro by editor Omar Oakes.