Day 1 – Sept 20 | Day 2 – Sept 21 | Day 3 – Sept 22
Monday, September 20
11:00am – 3:00pm EDT
11:00 – 11:05am
WELCOME
Scott McDonald, Ph.D. — CEO and President, ARF
11:05 – 11:20am
KEYNOTE
The 80/20 Challenge: Building a Better Measurement Blueprint
Consumers have embraced new ways of consuming premium video, wreaking havoc on legacy measurement systems. To tackle this issue, we need to unite and build an entirely new blueprint for the future. So, it’s time for an industry challenge. Join Kelly Abcarian, EVP, Measurement and Impact, Advertising and Partnerships at NBCUniversal, to explore three key building blocks – putting the consumer first, media innovation, and redefining impact – and hear how a change in thinking can help us an industry get there faster. #MeasurementIndependence.
Kelly Abcarian — EVP, Measurement & Impact, NBCU
11:20 – 11:35am
PRESENTATION
The Future of Audience in Streaming
The pandemic has spurred a tipping point in streaming that shows no signs of reversal. As viewer consumption habits change, video publishers are transforming into technology companies. Publishers now have direct relationships with their viewers, insights into who is consuming content, and new responsibilities to address customer complaints. What are the challenges and opportunities publishers face as they navigate the transformation into a service that must persuade consumers to sign up and stay, build strategies around their new mountain of first-party data, and provide an excellent experience?
James Lamberti — CMO, Conviva
11:35 – 11:50am
CEO CONVERSATION
The Future of Media
The last year-and-a-half has presented the media industry with a number of unique challenges when it comes to measuring how content is being consumed across platforms. In this one-on-one conversation, Comscore’s Bill Livek joins the ARF’s Scott McDonald to discuss how today’s viewership behaviors have signaled the need for a more modern cross-screen measurement approach and outline the fundamental changes necessary to effectively transact on media today and into the future.
Bill Livek — CEO & Executive Vice Chairman, Comscore, Inc.
Scott McDonald, Ph.D. — CEO and President, ARF
11:50am – 12:00pm SPEED PAPERS
| 11:50 – 12:00pm | Optimize Early & Often
Optimizing and reporting brand campaigns mid-flight. Ken Archer — SVP, Product, Upwave |
Driving Discovery: How New Habits Are Shifting Shopping Behaviors
Ashfia Rahman — eCommerce Consumer Research Lead, Facebook |
12:00 – 12:20pm ROUNDTABLE LUNCH DISCUSSIONS
| 12:00 – 12:20pm | Should Ad Researchers Learn Data Science? As the toolsets for research and analytics expands, so does the set of skills and requirements for roles. How do you go about expanding your knowledge and competencies in an increasingly competitive field?
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Who’s Watching Co-Viewing Developments Many companies are tackling the problem of overlaying who’s watching TV onto Set Top Box and Smart TV data. This session will discuss data sources and models and the reliability of co-viewing measurement. Table Host: Pete Doe — Head of Research, Xandr
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12:20–12:30pm
BREAK
12:30 – 1:25pm CONCURRENT SESSIONS – WINNING PAPERS & SOLUTIONS
| Television Disrupted | Cross-Platform: Measurement & Identity | Attribution & Approaches |
Attention Measures: What Counts & How Much Does it Cost? |
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|---|---|---|---|---|
| Session Chair: Helen Katz — EVP, Research, Publicis Media | Session Chair: Cole Strain — Senior Director, Audience Products, Samba TV |
Session Chair: Paul Donato — Chief Research Officer, ARF | Session Chair: Jane Clarke — CEO, Managing Director, CIMM | |
| 12:30 – 12:45pm | Assessing the Potential of Addressable Linear TV Advertising
An empirical modeling framework for quantifying the potential lift in ad effectiveness. Rex Du — Professor of Marketing, McCombs School of Business, University of Texas at Austin |
Australia’s Largest Cross-Platform Study: The Power of News
Benchmarks for what advertisers can expect from typical ads on different platforms in specific environments. Steve Bellman — MediaScience Research Professor, Ehrenberg-Bass Institute, University of South Australia | Fast(er) Causal Attribution
Solving for four major issues that had plagued past attribution reporting for a major restaurant chain. Lindsey Woodland — VP, Analytics, 605 |
Understanding the True Cost of Attention Across Media
Combining attention data for TV advertising and digital with media cost data for a ‘cost of attention’ analysis. Mike Follett — Managing Director, Lumen Research |
| 12:50 – 1:05pm | Capitalizing on the CTV Opportunity
Understanding the growth and potential of AVOD for advertisers. Eric Cavanaugh — SVP, Cross-Platform Research, Data Intelligence, Publicis Media |
| A New Metric for Brand Loyalty
Definitively measuring churn and the value of new vs. loyal buyers. Leslie Wood — Chief Research Officer, NCSolutions |
Does Every Second Count?
Some old “truths” about the effectiveness of video ad length performance are no longer accurate. Kara Manatt — SVP, Intelligence Solutions & Strategy, Magna Global |
| 1:10 – 1:25pm | The Evolving TV Streamer
Drivers of satisfaction with advertising on streaming platforms. James Lamberti — CMO, Conviva |
Synthetic Solution: Leveraging Data Dependencies in Cross-Platform Measurement Models
Improvements to the synthetic control model and potentially to business applications. Sean Pinkney — Sr. Director, Data Science, Comscore |
Modelling Short & Long Term Marketing Effects in the Consumer Purchase Journey
Modern approaches to long-run advertising effects. Dr. Peter Cain — Executive Partner, Marketscience
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Advertising’s Sequence of Effects on Consumer Mindset and Sales
A comparison across brands and product categories. Shuba Srinivasan — Professor of Marketing, Boston University
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1:30 -1:45pm MODERATED TRACK DISCUSSIONS
| Television Disrupted | Cross-Platform: Measurement & Identity | Attribution & Approaches |
Attention Measures: What Counts & How Much Does it Cost? |
|
|---|---|---|---|---|
| Session Chair: Helen Katz — EVP, Research, Publicis Media | Session Chair: Cole Strain — Senior Director, Audience Products, Samba TV |
Session Chair: Paul Donato — Chief Research Officer, ARF | Session Chair: Jane Clarke — CEO, Managing Director, CIMM |
1:45–1:55pm
BREAK
1:55–2:10pm
FIRESIDE CHAT
Scoring and Representation
CBS has been at the forefront of programming inclusiveness since they started using the Gender Equality Measures (GEM) for their program research in 2018. In 2020, CBS took the next step and adapted the GEMs which score consumer reaction to the treatment of women in advertising programming, to form a BIPOC metric assessing the value of racial representation in people’s content choices. Led by Radha Subramanyam, herself a pioneer in the media and technology industry, CBS Research, CBS Diversity and Inclusion, and CBS Entertainment are working to explore a more inclusive future for all media.
Radha Subramanyam, Ph.D. — Chief Research & Analytics Officer, CBS Corporation; President, CBS Vision
Scott McDonald, Ph.D. — CEO and President, ARF
2:10 – 2:25pm
PRESENTATION
Cross Channel Measurement in a Time of Data Collection Challenges
While deprecation of data will be disruptive, especially in the short term, impending changes continue to create new urgency to build a stronger data eco-system for brands to effectively measure their marketing programs. Clearly there has to be more focus on quality data that can be gathered consistently and transparently. In the new ecosystem brands have to gain more transparency as to how the data will be combined as well as the methodology in which to measure. IRI will take you through research and share out a POV to allow for strong understanding of performance of campaigns and provide recommendations for brands to translate results into improved media optimizations for a stronger more relevant and engaging advertising and marketing program.
Jennifer Pelino — EVP Omni Channel Media, IRI
2:25 – 2:40pm
PRESENTATION
Welcome to the Attention Dimension: Fundamentals of Attention Metrics for Media
2021 is quickly turning into the year of attention metrics. The largest brands in the world are prioritizing attention, agencies are licensing data and spinning up centers of excellence, and publishers are calling for innovation in measurement. This session will provide an overview of how attention metrics work, the nuances of their application to media quality measurement, and a look ahead to what the future holds.
Marc Guldimann — Co-Founder and CEO of Adelaide; Co-Founder, The Attention Council
2:40 – 2:55pm
THE LAST WORD
Anchor commentators share their perspectives on what they heard and what it means. These sessions will be recorded, summarized and published.
Megan Margraff — VP, Data Strategy, Oracle Advertising
Jennifer Pelino — EVP Omni Channel Media, IRI
Radha Subramanyam, Ph.D. — Chief Research and Analytics Officer, CBS Corporation; President, CBS Vision
2:55-3:00pm
CLOSING REMARKS
Scott McDonald, Ph.D. — CEO and President, ARF
Tuesday, September 21
11:00am – 3:00pm EDT
11:00am–12:00pm
WELCOME
Scott McDonald, Ph.D. — CEO and President, ARF
11:05 – 11:20am
KEYNOTE FIRESIDE CHAT
Leading the Next Frontier of Media Disruption
The advertising and media industry is in a perpetual state of disruption and the pace of change continues to accelerate. Consumer and technology-led changes, coupled with privacy shifts and information asymmetries, require leveling the playing field with a transparent media supply chain. In this session, hear how P&G is constructively disrupting its media and advertising and the imperative for open, transparent, privacy-safe cross-media measurement that delivers a superior media experience consumers expect and deserve.
Marc Pritchard — Chief Brand Officer, Procter & Gamble
Scott McDonald, Ph.D. — CEO and President, ARF
11:20 – 11:35am
AGENCY LEADER INTERVIEW
Getting the Most Out of Data: An Agency Perspective
Learn how one agency leader and her team looks at consumers’ entire spectrum across multiple touch points, products and services and threads those journeys together. How does that understanding leads to correct measurement? To guaranteed outcomes for clients’ businesses?
Lisa Giacosa — President, Global Head of Data, Technology, Analytics & Insights, Spark Foundry
Jane Clarke — CEO, Managing Director, CIMM
11:35 – 11:50am
COO INTERVIEW
Perspectives on the Most Important Consumer and Video Marketplace Changes
The field of audience measurement is undergoing profound change and challenge. Most proposed cross-platform measurement solutions involve some combination of granular TV data and usage data. How likely are we to see an interoperable ID system? Fragmentation drives us toward bigger panels just when cooperation rates decline across the board. How will this problem be resolved? What is Nielsen’s role in overcoming the Balkanization of measurement? Karthik Rao, COO of Nielsen, shares his thoughts during this session.
Karthik Rao — COO, Nielsen
Interviewer: Scott McDonald, Ph.D. — President & CEO, ARF
11:50am – 12:00pm SPEED PAPERS
| 11:50 – 12:00pm | Unlocking GenZ on Social Video
GenZ spends more time with social video than any other audience. Tubular explores this coveted demo’s social video viewership and e-commerce consumer behaviors. Stephen DiMarco — Chief Digital Officer, Tubular Labs |
United TV and Digital Measurement: Growing your Brand’s ROI With Today’s Integrated Reporting
Learn from a client-case study who amped up analytics using cross-channel analysis and better understand the impact of cross-channel exposure. Alexander Knudsen — VP, Solutions, Amobee |
12:00 – 12:20pm ROUNDTABLE LUNCH DISCUSSIONS
| 12:00 – 12:20pm | Table host: Laura Manning – Director, Strategic Partnerships, Lucid
Cross-Platform Measurement Council: Discussing the State of Online and Offline Measurement |
Table hosts: Bill Harvey – Executive Chairman, RMT, Inc. and Mike Follett – Managing Director, Lumen Research
Attention Discussion |
12:20–12:30pm
BREAK
12:30 – 1:25pm CONCURRENT SESSIONS – WINNING PAPERS & SOLUTIONS
| Television Disrupted | Cross-Platform: Measurement & Identity | Data Deprecation & Rising Privacy Concerns | Attention Measures: What Counts & How Much Does it Cost? | |
|---|---|---|---|---|
| Session Chair: Andrea Zapata — Head of Research, Data & Insights, WarnerMedia | Session Chair: Jorge Ruiz — Head of Measurement, TikTok | Session Chair: Andy Fisher — Head of Merkury Advanced TV, Merkle | Session Chair: Earl L. Taylor — Chief Knowledge Officer, MSI | |
| 12:30 – 12:45pm | Diversity (or lack thereof) in TV
A look at how representation drives viewership. Rebecca Fine — Associate Director, Research & Media Insights, Samba TV Kristen Hsu — Senior Research Manager, Samba TV |
Wearables: The Future of Media Measurement
Modernizing metering technology to ensure measurement of every minute of media consumption regardless of platform. Erin Wittkowski — Principal Data Scientist, Nielsen |
Cookieless Audience Targeting and Attribution: A Pharma Case Study
A two-step closed-loop approach of first-party audiences mapped to Google Affinity audiences and attribution using audience segment level impression data. Joy Joseph — Chief Data & Analytics Officer (US), Initiative Media |
Unlocking the New Currency of Attention
Redefining the way the marketing industry measures, plans and buys media. Joanne Leong — VP, Director, Global Media Partnerships, Dentsu |
| 12:50 – 1:05pm | Assuring Research Integrity in Data-Driven TV
Bigger is not always better: for TV data to be actionable it must be representative and projectable. Peter Doe — Chief Research Officer, Xandr |
How Truthscores Can Significantly Improve the Accuracy of Addressable Marketing
A new solution for quantifying the accuracy of consumer data at the record level. Joel Rubinson — President, Rubinson Partners, Inc. |
Building Trust Through Transparency
A multi-stage study of attitudes toward sharing of personal data online by consumers in 10 markets worldwide. Reg Baker — North American Regional Ambassador, ESOMAR |
Attentive Reach: The Case for Human Attention in Brand Advertising
A model, which defers to humans and attention as a qualifier of advertising itself. Max Kalehoff — VP, Marketing, Growth, Realeyes |
| 1:10 – 1:25pm | Neuroscience Got to the Heart of Esports Audiences
Measuring the emotional impact of esports advertising through neuroscience techniques and a quantitative ad effectiveness survey. Jonathan Stringfield — VP and Global Head of Business Marketing, Measurement and Insights, Activision Blizzard |
MediaCell — a passive approach to future-ready cross media measurement
Passive measurement of users’ consumption across media devices. Jim Ford — Global Development Director, Ipsos |
The Context Effect: How Context is Critical & Transforming Digital Advertising
Evolving marketer strategies from a focus on audience data to an emphasis on running campaigns in contextually relevant environments. Tony Marlow — CMO, Integral Ad Science |
Prior Attentive Ad Exposures Increase Ad Attention
Countering the perception that multiple ad exposures lead to “burnout” as audiences tire of the ad. Tristan Webster — SVP, Products & Operation, TVision |
1:30 -1:45pm MODERATED TRACK DISCUSSIONS
| Television Disrupted | Cross-Platform: Measurement & Identity | Data Deprecation & Rising Privacy Concerns |
Attention Measures: What Counts & How Much Does it Cost? |
|
|---|---|---|---|---|
| Session Chair: Andrea Zapata — Head of Research, Data & Insights, WarnerMedia | Session Chair: Jorge Ruiz — Head of Measurement, TikTok | Session Chair: Andy Fisher — Head of Merkury Advanced TV, Merkle | Session Chair: Earl L. Taylor — Chief Knowledge Officer, MSI |
1:45–1:55pm
BREAK
1:55 – 2:40pm
PRESENTATION & PANEL
An Economic Analysis of TV Advertising Profitability
Research has long demonstrated that TV advertising can have a high ROI, but that even successful campaigns can wear out over time. To economists, a campaign’s declining marginal response curve is an example of advertising elasticity. In this session, MSI-affiliated scholars from the University of Chicago and Northwestern University will summarize a provocative paper, published earlier this year in Econometrica, that analyzed four years of advertising and sales data for 288 CPG brands in different categories. Their study found smaller advertising elasticities than found in the literature – suggesting that, in the current environment, marketers may be running campaigns too long, going too far out on the response curve and thereby undermining their overall campaign ROI. The analysis shows negative ROIs at the margin for more than 80% of brands, implying over-investment in advertising by most CPG firms. During the first part of this session, a recap of their work will be presented followed by a panel discussion. Attendees will be invited to participate in follow-up ARF research on changing advertising economics.
Presenter: Anna Tuchman, Ph.D. — Associate Professor of Marketing, Kellogg School of Management, Northwestern University
Moderator: Carl F. Mela, Ph.D. — T. Austin Finch Foundation Professor of Marketing, Duke University
Panelists: Anna Tuchman, Ph.D. — Associate Professor of Marketing, Kellogg School of Management, Northwestern University
Radha Subramanyam, Ph.D. — Chief Research and Analytics Officer, CBS Corporation; President, CBS Vision
Marc Vermut — VP, The Knowledge Lab, Neustar
Brian Wieser, CFA — Global CEO, Business Intelligence, GroupM
2:40 – 2:55pm
THE LAST WORD
Anchor commentators share their perspectives on what they heard and what it means. These sessions will be recorded, summarized and published.
Ameneh Atai — GM, Digital and Advanced TV Commercial, Nielsen
Stephen DiMarco — Chief Strategy Officer, Tubular Labs
Jed Meyer — NA, Media Domain Leader, Kantar
Mark Truss — Chief Research Officer, Wunderman Thompson Data
2:55 – 3:00pm
CLOSING REMARKS
Scott McDonald, Ph.D. — CEO and President, ARF
Wednesday, September 22
11:00am–3:00pm EDT
11:00 – 11:05am
WELCOME
Scott McDonald, Ph.D. — CEO and President, ARF
11:05 – 11:20am
KEYNOTE
Collaborating on Research and Solutions for Private Measurement
Dennis has a unique perspective from “two sides” of the ad industry, now leading Facebook’s Ads Ecosystem team after serving as CEO of IAB Tech Lab. He’ll share a view on how the industry is grappling with the shifting regulatory, platform, and technology landscape – and how only together we can understand these changes and create paths forward. As we evaluate opportunities to evolve how we use data, research will be critical in refining our foundational knowledge and providing tactical guidance. In this session, Dennis will also showcase a recent Facebook-academic collaboration that compared over 1,000 randomized ad experiments to non-experimental proxy metrics and machine learning models, to provide insights into when and how to apply non-experimental measurement to evaluate the success of an ad campaign.
Dennis Buchheim — VP, Advertising Ecosystem, Facebook
11:20 – 11:35am
INTERVIEW
The Evolution of Measurement and Looking Towards a Privacy-Centric Ecosystem
The changes to the mobile ecosystem over the past year have spurred several conversations and workstreams around deterministic measurement in an identifier less world. In this conversation, learn about why privacy should be at the center of all measurement workstreams, the solutions most impacted within the industry, and the methodologies that marketers can still rely on to make informed business decisions.
Gaz Alushi — Global Head of Measurement Research and Development, Snap, Inc.
Interviewer: Paul Donato — Chief Research Officer, ARF
11:35 – 11:50am
FIRESIDE CHAT
A Holistic Measurement Journey
Change has been the only constant of the past 18 months, but for brands that know how to adapt, this change represents opportunity. Holistic measurement – from understanding incremental impact across channels to building in considerations for macro factors like consumer behavior shifts and the pandemic – is key to sustained growth. SharkNinja, in conversation with Analytic Partners, shares how they honed their advertising investment strategy as media mix has become more diversified and how they are measuring impact now.
Ashley Eckerlin — SVP of Commercial Strategy, Planning & Analytics, SharkNinja
Mike Menkes — SVP, Analytic Partners
11:50am – 12:00pm SPEED PAPERS
| 11:50 – 12:00pm | Understanding Consumer Sentiment Towards Data & Privacy in Advertising
As we prepare ourselves to measure the customers’ media in a cookieless and more privacy-first advertising world, we need to understand how they are feeling about sharing their data and privacy concerns. Bridget Bidlack — SVP of Product, Lucid |
Infrastructure Evolution for Next Generation Market Research
Raj Mann – Sr. Data Scientist, Microsoft |
12:00 – 12:20pm ROUNDTABLE LUNCH DISCUSSIONS
| 12:00 – 12:20pm | Table host: Seth Duncan – Chief Data Officer, Real Chemistry Healthcare Data for Pharma Advertising This roundtable will focus on how our industry can better use anonymized, HIPAA-compliant health care data to improve pharma advertising, improve patient experiences and ultimately lead to better health outcomes. |
Improving Diversity and Excellence
Hear about ARF WIDE progress and plans. Learn how you can play a role in developing and nurturing a new and sustained generation of diverse talent. Table host: Barbara Delfyett Hester – Program Director, ARF WIDE, ARF |
12:20–12:30pm
BREAK
12:30 – 1:25pm CONCURRENT SESSIONS – WINNING PAPERS & SOLUTIONS
| Post-Pandemic Trends: Agility & Adaptability |
Cross-Platform: Measurement & Identity | Data Deprecation & Rising Privacy Concerns |
Understanding Audiences |
|
|---|---|---|---|---|
| Session Chair: Steven Millman — SVP, Research & Operations, Dynata | Session Chair: Sue Hogan — SVP, Research & Analytics, IAB | Session Chair: Ryan Boh — Head of Activation & Identity, Product Strategy, Oracle | Session Chair: Peter Sedlarcik — Managing Partner, Data & Analytics, HMG Health Practice, Havas Media | |
| 12:30 – 12:45pm | The Future Goes Viral: Brand Challenges and Opportunities Triggered by the Pandemic
Analyses of change trends in consumer behaviors, needs and attitudes. David Tice — Senior Consultant, HUB Entertainment Research |
Extending the Audience Scope: Brand in a Multisource Data Context
Enhancing analytics on print and digital audiences. Stephanie Grassa — Head of Research and Operations TGI France, Kantar Gilles Santini — Consultant, Vintco |
IAB State of Data Initiative 2020
Leveraging audience data in support of targeting, engagement and identification of customers and prospects across marketing channels. Chris Bruderle — Sr. Director Research & Analytics, Interactive Advertising Bureau (IAB) |
Finding Mountain Dew’s Sweet Spot
Partnering to connect purchase data to ad exposures. |
| 12:50 – 1:05pm | How High-Frequency Data Offers Consumer Insights
The future of business travel, consumer’s expectations for transportation and hospitality brands, and overall sentiment on taking vacations both domestically and abroad. Joanna Piacenza — Head of Industry Intelligence, Morning Consult |
Have We Been Mis-Measuring Basic Demographic and Media Consumption?
Involving nearly 50 cross market experiments, a look at how to address some of the fundamental flaws. Jon Puleston — VP, Innovation, Profiles Division, Kantar |
Building a Cross-Device, Multi-Source, & Verified Behavioral Data Exchange Tool
Increasing transparency in cross-platform SVOD/AVOD/Ad measurement for the benefit of content creation and industry-wide tracking. Dana Budzyn — Head of Strategic Projects, YouGov |
Leveraging A/B Testing to Understand Consumer Behavior
Applying learnings in e-commerce channels to predict overall sales. Vidyotham Reddi — Director, Mkt. Intel & Analytics, Mars, Inc. |
| 1:10 – 1:25pm | The Performance (Media) Must Go On
Re-evaluating our assumptions about Americans’ lifestyles and media diets. Tess Erickson — Director of Research & Strategy, Broadbeam Media |
The Digital Divide: Inclusion of a Mobile Population (To Have & Have not: Part 2)
Advances to improve coverage for targeting and measurement for open web and social platforms. David Kingsbury — Analytics Consultant III, IRI |
Understanding & Using Ethical Data Attitudes to Improve Consumer Relationships
Survey results from the UK and US about attitudes about data privacy, security and ethics. Mark Truss — Chief Research Officer, Wunderman Thompson | The Power of Big Data
By marrying big data with people-powered panels, it can be ensured that all metrics are robust, reliable and representative Kimberly Gilberti — SVP, Product Management, Nielsen |
1:30 -1:45pm MODERATED TRACK DISCUSSIONS
| Post-Pandemic Trends: Agility & Adaptability | Cross-Platform: Measurement & Identity | Data Deprecation & Rising Privacy Concerns | Understanding Audiences | |
|---|---|---|---|---|
| Session Chair: Steven Millman — SVP, Research & Operations, Dynata | Session Chair: Sue Hogan — SVP, Research & Analytics, IAB | Session Chair: Ryan Boh — Head of Activation & Identity, Product Strategy, Oracle | Session Chair: Peter Sedlarcik — Managing Partner, Data & Analytics, HMG Health Practice, Havas Media |
1:45–1:55pm
BREAK
1:55–2:15pm
PANEL
Identity Resolution Solution – How Close Are We?
Few would argue that a solution for Identity Resolution is needed to effect Cross-Platform Video Measurement. Yet connecting different digital devices to unique users and households is fraught with legal, technical and organizational barriers. How likely are we to see some kind of interoperable ID system that all industry participants can and will adopt?
Moderator: Alice Sylvester — Partner, Sequent Partners
Panelists:
Travis Clinger — Addressability and Ecosystem, LiveRamp
Jason Manningham — CEO, Blockgraph
Matt Spiegel — EVP Marketing Solutions, Head of Media Vertical, TransUnion
2:15–2:35pm
PANEL
What does the Converged TV Ecosystem Need From a “Calibration” Panel?
Among others, CIMM has argued that next-generation video measurement rests on 4 pillars: (1) granular Smart TV and STB data for TV exposure; (2) granular digital usage data (from sites and apps) showing exposure to digital content and ads; (3) interoperable identity solutions to connect the large datasets; and finally, (4) a calibration panel providing inputs to models to account for missing data in the large “census-like” datasets. But are panels still practical and viable? If so, exactly what will be required from a next-generation “calibration” panel. If not, what are the alternatives?
Moderator: Howard Shimmel — President, Janus Strategy & Insights, LLC
Panelists:
Caroline Horner — Chief Product Officer, 605
Molly Poppie — SVP, Data Science, Nielsen
Michael Vinson — Chief Research Officer, Comscore, Inc.
2:35-2:55pm
THE LAST WORD
Anchor commentators share their perspectives on what they heard and what it means. These sessions will be recorded, summarized and published.
Josh Chasin — Chief Measurability Officer, VideoAmp
Jane Clarke — CEO, Managing Director, CIMM
Seth Duncan — Chief Data Officer, Real Chemistry
Mike Menkes — SVP, Analytic Partners
2:55 – 3:00pm
CLOSING REMARKS
Scott McDonald, Ph.D. — CEO and President, ARF