As the science of attribution--the ability to gain insight into the relationship between advertising spend and outcome--advances, it is of course transforming the way in which advertising is measured, bought and sold.
However, its impact will likely extend well beyond this: for, if the goal of advertising is no longer primarily to deliver an audience but rather an outcome, will linear TV's traditional commercial pod--which is largely predicated on delivery of reach to an audience--not have to be rethought in order to take this into account? And, if so, might this not also have major implications for advertising creative--and even for programming and for the medium of television in general?
In this session, Jeff Greenfield, Co-Founder and COO of C3 Metrics, will explore the near- and long-term effects that the science of attribution could have both on TV advertising and on television itself.
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