Addressable TV’s Measurement Challenges can be Overcome says Videology’s John Tigg

One challenge for addressable TV advertising is measuring it’s effectiveness, which is made difficult by the fact that viewers are split across multiple platforms and it’s hard to know who exactly is watching on each one, not to mention the different methodologies used in linear TV and digital advertising. Here John Tigg, SVP of Enterprise Solutions EMEA at Videology, outlines what buyers and sellers of addressable TV want to be able to measure, and how alliances within the advertising industry could help overcome measurement hurdles. Filmed in Cologne at DMEXCO 2017.