Partner Highlight: Kantar Media
Vik Sharma, who leads the media and tech organization at Kantar Media North America, speaks about the growing advertising opportunity in over-the-top (OTT) and connected TV (CTV) video.
OTT budgets are growing, particularly local budgets. There’s now an opportunity for more advertiser categories, such as automotive, to take advantage of OTT and CTV to implement a cross-screen strategy that reaches audiences on a 1:1 basis.
He also provides a look at the Kantar and SpotX partnership for TV ad measurement. For successful attribution, there are two main components: who saw the ad and what ad was shown. While attribution is not always easy, Kantar Media helps advertisers understand their investments by capturing the detailed metadata around ad occurrences across screens in linear and digital environments to qualify what ad or creative was shown to a particular viewer.
Watch this interview to learn more about trends in OTT advertising and measurement.