SAN JUAN, PR — The new era of TV advertising looks likely to be measured by a multitude of providers, not just the historic single outfit.
In that kind of competitive landscape, how are any of the contenders – like iSpot.tv, VideoAmp and others – going to stand out?
In this video interview with Beet.TV, Josh Chasin, Chief Measurability Officer, VideoAmp, describes what he thinks it will take for the new wave to differentiate.
“One provider has dominated the currency landscape for 60 years; longer,” Chasin says, describing the US industry’s traditional reliance on Nielsen, which is working to regain accreditation and which is releasing a new suite for cross-screen measurement.
“The marketplace is going to be best served by a small handful of savvy, aggressive, well resourced companies competing to build the best solution.”
If that sounds like a recipe for more complexity for ad buyers, Chasin says: “There’s …