What Marketers Need to Know About the Transformation of TV Measurement

The VAB's Sean Cunningham on an audience-first mindset

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After technological advancements, a global pandemic and a major ratings miscalculation by Nielsen, TV consumption and viewership are evolving at record speeds. At Adweek’s Elevate TV and Video Measurement event, Sean Cunningham, chief executive officer of VAB, laid out a few basic principles for marketers to start preparing for the future of TV.

Demand transparency and accountability

Data collection will be a key component of effective audience measurement in the future. But as consumers get more leery of companies collecting their personal information, it’s up to marketers to demand transparency and accountability from all data sources.




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