OPINION: On TV & Video
The Case For Measuring TV Ads And Programming Separately
Historically, the technology used to deliver TV programming and advertising to viewers has evolved much faster than the ability to measure it. Now that ads don’t travel with their programming the way they did in the old days of legacy linear, the key to efficiency in cross-platform TV advertising will be measuring ads and content separately, writes Vijoy Gopalakrishnan, Chief Research Officer at iSpot.