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Investments in Ad Ecosystem Will Get Results: VABs Sean Cunningham Beet.TV [Video]

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NEW YORK – Investments in advertising technology will help marketers and media companies become better at reaching audiences more effectively, says Sean Cunningham, president and chief executive of trade group VAB. These investments will be evident, even if the timeline is slower than some people expect.

“My members are investing in dozens of enabling companies and dozens of data-driven companies,” he said in this interview with Jon Watts, editorial director of Beet.TV Events, at the Advanced Advertising Summit here. “If there is a complaint about speed, then it’s a fascination with the speed of tectonic plates. Look at what’s happening on a daily, weekly, monthly basis with respect to just how much investment and energy is going into putting the best ad ecosystem we can together.”

A key area of development is in media measurement to ensure programming and advertising are reaching the right audiences. The metrics help to differentiate the value …