While OTT has gained a larger piece of the media pie, measuring its engagement through connected devices and in households is deeply flawed. Keith Petri explores the importance of effective measurement for marketers to better understand their audiences.
The cross-device landscape is one that’s rife with widespread misunderstandings. Anyone who gazes into their crystal ball and claims to have all the answers is likely wrong, writes Keith Petri, Chief Strategy Officer, Screen6, exclusively for ExchangeWire.
Recently, there have been a number of public discussions that cross-device addressability within OTT is easy to do and essentially a solved issue. However, this is not the case. Not even close. Keith Petri explains why on MarTech Series.
When it comes to cross-device, many vendors are using misleading language, like real-time. At Screen6, we believe “real-time” should mean exactly what it says.
Over the top video (OTT) content continues to be in high demand in both mature and emerging markets around the world. Screen6 CEO, David de Jong, writes exclusively for Broadcasting & Cable on the international growth strategies for OTT.
David de Jong and Rick Jones, UK General Manager, Adform explain that targeting across known devices must be perfected, while the unknown is incorporated into the process at the same time.
Dutch cross-device data vendor Screen6 has been flying under the radar and avoided the Nielsen verification route like its well-known competition. AdEchanger caught up with co-founder, David de Jong and CSO, Keith Petri.