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An Evolving Arena: Program Currency and Measurement 

  • Lisa Heimann, SVP, Multiplatform Research, NBCUniversal Media, LLC; ‎James Petretti, SVP, U.S. Research and Analytics, Sony Pictures Television - Moderator: Will Kreth, Executive Director, Entertainment Identifier Registry (EIDR)
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Summary

Programming is a form of currency as well as ad revenue. Understanding how programming works on different platforms is critical to the ecosystem. Look at the opportunities to put your ads in the right programs. There’s a need to understand from the programming side, how does someone discover a program and continue to watch that program?