Welcome back to Modern Marketing and Measurement. Today I’m joined by Laura Grover, SVP and Head of Client Solutions at EDO. We talk about how TV measurement is evolving beyond reach and frequency to real consumer action—like search and site visits—and what that means for marketers navigating today’s mix of linear, streaming, and live sports. Laura also shares why contextual creative matters more than ever, how survey data is out and watching actual behavior data is in, and how to use all of it to give clients “investment grade data.”
