The Great Measurement Debate: What You’ve Been Told (and What’s True)
The industry has long sold the story that some things just can’t be measured – streaming exposures tied to offline purchases, attribution across walled gardens, or brand-building working hand-in-hand with performance. That story was never true – and today, it’s time to prove it. We’ll also dive into key challenges in measurement today, such as cross-screen measurement and attribution, particularly in key moments of viewership and attention – like live sports and dynamics that are “changing the game.”
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