November 2, 2024

Programmatic

In a world where nearly everyone is always online, there is no offline.

TV Buyers Demand More Transparent Measurement

To plan, target and measure media buys on TV, advertisers need to resolve identity at the household level, said Kelly Metz, managing director of linear and advanced TV activation at Omnicom Media Group. And household-level measurement calls for full media transparency, she said, which includes adding program-level insights into programmatic buys.

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