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TVOTSF2019 - Transcript - "How Attribution Will Change Not Only Advertising, but TV Itself" - Jeff Greefield, COO & Co-Founder, C3 Metrics

ITVT is pleased to present a transcription of the TVOT SF 2019 session, "How Attribution Will Change Not Only Advertising, but TV Itself." 

The session was described in the show brochure as follows:

"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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  • Duration20 minutes

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TVOTSF2019 - Transcript - "How Attribution Will Change Not Only Advertising, but TV Itself" - Jeff Greefield, COO & Co-Founder, C3 Metrics

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