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Flashtalking’s "Fast Forward: The Future of Video" brings together the leading video experts across top advertisers, media agencies, publishers and measurement providers. In this virtual summit, we’ll explore the forces shaping the rapid evolution of the video landscape and—more importantly—how marketers can adjust to take advantage of these new opportunities.
The Convergence of Linear & OTT Measurement
Laura FitzpatrickVP, National Network Television
As consumers are increasingly turning to OTT, sophisticated marketers are adjusting their advertising planning in turn. In reaction to these changes, two-thirds of media planning agencies and brands have now fused together their traditional linear planning and digital/CTV video planning groups. This is putting new pressure on measurement operations to build the long-discussed nirvana of video advertising measurement: the use of traditional Nielsen reach and frequency currencies to what has become standard digital analyses such as multi-touch attribution and incremental measurement.
Laura Fitzpatrick will join panelists from LiveRamp and Mediaocean for a discussion that explores how traditional measurement methods are being blended to meet new opportunities and challenges presented by the convergence of linear and digital/CTV video.