Advancing the Future of Television is an extension of the Go Addressable initiative, created in June 2021 by Altice USA, Charter Communications, Comcast, Cox Media, DirectTV ADVERTISING, DISH Media, Frontier Communications and VIZIO. Their mission is to accelerate efforts to deliver scaled, addressable TV capabilities that make it even easier for advertisers to incorporate addressable TV into their advertising campaigns.
With measurement currency changing and TV converging across platforms, what does measurement look like in 2025 (and beyond)? Industry needs are continually evolving alongside consumer habits, meaning that the industry must prioritize defining acceptable marketplace standards. In this session, our panelists share their predictions of what the future of measurement will look like, offer best practices for marketers when evaluating measurement platforms, and discuss challenges & solutions in modern TV measurement.