C3 Metrics Co-Founder Discusses How Attribution Will Transform Television
Jeff Greenfield explored the near and long-term effects that the science of attribution could have on both television advertising and television itself during industry event session
PORTSMOUTH, N.H., June 12, 2019 /PRNewswire-PRWeb/ -- The Chief Operating Officer and Co-Founder at C3 Metrics, the global leader in cross-channel advertising measurement and accountability, Jeff Greenfield, today presented at The Television of Tomorrow Show (TVOT) on June 12, 2019.
Hosted by InteractiveTV Today (ITVT), Greenfield's session "How Attribution Will Change Not Only Advertising, but TV Itself" took a closer look at the science of attribution, the ability to gain insight into the relationship between advertising spend and outcome, as it advances and continues to transform the way in which advertising is measured, bought and sold.
Greenfield addressed industry questions such as: will linear television's traditional commercial pod – which is largely predicated on delivery of reach to an audience – have to be rethought in order to deliver outcomes in place of audiences? And will a shift to outcomes-based measurement have major implications for advertising creative, programming and the medium of television in general?
"Outcomes based advertising is the new "cronut" of the television industry," said Jeff Greenfield. "We're seeing a major shift from audience delivery to outcome delivery, which is wholeheartedly reliant on attribution. So, without question, it's imperative that those driving the future of the television industry understand what attribution is and how it works."
Founded in 1998 by Tracy Swedlow, InteractiveTV Today [ITVT] is the most widely read and trusted news source on the rapidly emerging medium of multiplatform, broadband interactive television (ITV). ITVT provides concise, original coverage of industry developments, technologies, content projects, and the people building the business. Its readership is mostly made up of executives (30,000 to 60,000) in over 150 countries.
Learn more about the TVOT conference here: https://thetvoftomorrowshow.com/announcing-schedule-sessions-tvot-sf-2019.
About C3 Metrics
C3 Metrics is a global leader in cross-channel advertising measurement & accountability. Built by marketers and backed by the former Chairman and CEO of Nielsen, C3 Metrics' award-winning Attribution Data Cloud provides independent measurement across all traditional and digital advertising channels to deliver the greatest impact for the next advertising dollar spent. On average, companies using C3 Metrics see +44% increase in return on advertising dollar investment (ROI) and +30% increase in advertising budgets. C3 Metrics can be reached at [email protected] or by visiting https://c3metrics.com.
SOURCE C3 Metrics
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