To see the future of European cross-media measurement, look at what’s happening in America, says Andy Beames, Director Client Partnerships, Data at Samba TV. And with US measurement business Nielsen recently announcing that it’s integrating smart TV data into its panel measurement systems, we’re likely to see similar moves in Europe. In fact, ISBA’s announcement that it’s folding Samba TV’s data into its cross-media measurement framework Origin shows this is already happening.
In this interview, Beames discusses ACR data’s strengths and how its being used by the industry, as well as how Samba TV is using this data. Filmed at VideoWeek Roadmap 2023 in London.