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On this episode, host Sima Vasa talks to Steve Bagdasarian, Chief Commercial Officer of Comscore, Inc., to explore the evolution of ad measurement and the convergence of traditional and digital media.
Key Takeaways:
(02:00) Measurement data offers competitive advantages.
(02:05) Media strategy is now driven by actionable data.
(04:00) The importance of continual curiosity and adaptation in the media industry.
(06:51) Ad formats are evolving, with short-form video and creator-led content gaining traction.
(08:07) The shift toward outcome-oriented advertising.
(09:19) The role of data regulation and consumer privacy.
(10:23) The impact of signal loss on advertising strategies.
(15:04) Cross-platform measurement is crucial for optimizing media mix.
(18:00) Real-time data processing enhances programmatic advertising efficiency.
(20:03) AI’s future role in ad and media measurement.
Resources Mentioned:
Comscore Publishers Clearing House
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