AdExchanger, Julian Baring, 

March 25, 2019

All eyes in advertising right now are on over-the-top (OTT) and other connected TV experiences, and for good reason. Consumers have spoken. This is how they consume content now.

Original text:

Be Wary Of Walls When It Comes To Connected TV Measurement

All eyes in advertising right now are on over-the-top (OTT) and other connected TV experiences, and for good reason. Consumers have spoken. This is how they consume content now.

Yes, it’s fractured across channels, platforms and devices. But consumers’ experiences with the content feel seamless, and that’s what matters to them. It’s up to the ad industry to figure out how brands can be a part of these experiences just as seamlessly.

To say that the industry still has much to figure out with connected TV, particularly with measurement, would be a laughable understatement. But in the race to build connected TV into the full-fledged advertising dollar magnet that we know it should be, our industry must resist the urge to settle for short-term solutions.

We need to learn from our past experiences with other emerging digital opportunities, including search and social media, and ensure that we’re not letting walls go up that we will one day struggle to break down.

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