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TVSquared is helping to drive the transformation to holistic cross-screen planning and campaign management, and the launch of its ADvantage XP solution in the UK and Germany will join the dots between linear and ‘everything digital video’ to demonstrate reach, frequency and unduplicated reach – all tied to an audience ID at household level. Here, Jo Kinsella, President of TVSquared, discusses the road to fully converged multiplatform TV advertising, and why data interoperability has become a top priority for the buyside and sell-side. You can hear her views on aligning all TV around impressions-based measurement, and on the opportunity for an advertising marketplace where “all sides of the trade” can win at the same time.
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