Actionable Ad Results Needs Independence, Intelligence and Innovation Beet.TV [Video]

The ability to accurately measure and understand cross-media advertising performance has become increasingly critical as consumers spread their attention across a fragmented media landscape.

That’s why some like how independent measurement partners offer brands the flexibility to transform their data into actionable insights without the perceived constraints or biases that might come from walled gardens or platform-specific analytics.

“This gives you the ability to truly understand cross-media performance,” said Amanda Glen Smith, chief client officer at Innovid, in this video interview with Beet.TV.

The sheer volume of data available across campaign platforms can be overwhelming. Smith said that a primary marketer struggle is “connecting the dots between all those systems and really using that data to turn it into actionable insights.” They seek answers on campaign efficacy.

“They want to understand answers to questions like, what is my true reach and frequency? How are my campaigns performing? Am I wasting …