What do you think is the most important advance so far in audience measurement?
Legacy systems and legacy methodologies. Most times, these do not work in CTV/OTT. Companies are still trying to do targeting and segmentation off cookies and device IDs which do not function in these CTV environments. Audience targeting technologies and measurement methods need to be built from the ground up to meet the evolving needs of OTT. This is all compounded by that fact that the space is still incredibly fragmented from a device and operating system standpoint.

What is the biggest obstacle to more accurate measurement?
Legacy systems and legacy methodologies. Most times, these do not work in CTV/OTT. Companies are still trying to do targeting and segmentation off cookies and device IDs which do not function in these CTV environments. Audience targeting technologies and measurement methods need to be built from the ground up to meet the evolving needs of OTT. The is all compounded by that fact that the space is still incredibly fragmented from a device and operating system standpoint.

The immediate positive note is the involvement of Nielsen and the IAB and MRC taking the lead in standardizing the space, which sets the stage for more sophisticated measurement solutions.

Learn more from Albert Thompson when he speaks during the “Demos are Dead. Long Live the Audience” session on Monday, September 9th at 4PM during That Big TV Conference in New York City. Other companies you'll hear from at this event include Amazon FireTV, Hyundai, Discovery, Facebook Watch, GroupM, Viacom, NY Life, Publicis, IBM Watson, WarnerMedia, Twitter, A+E Networks, VAB and more.