Advances in cross-media measurement are helping Vevo to demonstrate its reach as a publisher, according to Rich Brant, Senior Director, Advanced TV, Strategy & Partnerships at Vevo. And while it has been a challenge to isolate Vevo’s content from its platform environment, working with European TV measurement business AudienceProject has helped the company demonstrate its reach independently of the platform.
In this interview, Brant discusses the gaps that remain in measurement, the need for the industry to think about what different platforms deliver for them, and why he feels optimistic about the future of cross-channel measurement. Filmed at Video Rise 2025 in Prague.
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