Adweek Mediaweek 2022: TV's Future Hinges on Cross-Platform TV Measurement

The massive shift to streaming and on-demand viewing has rapidly transformed the TV industry, encouraging the buy- and sell-sides to reassess measurement standards and metrics en masse. To keep pace with a heavily fragmented, converged TV landscape, advertisers need to see impressions across all publishers and markets in order to gain a comprehensive view of TV audiences—and this cannot be done without cross-platform measurement, at scale.

During Adweek's Mediaweek 2022 event last week, CEO Zvika Netter and President Jo Kinsella discussed uniting TVSquared and Innovid's respective capabilities into one, unified and global platform (and company!) with CIMM's Jon Watts. This combination meets the needs of marketers to see, measure and optimize all of their linear and CTV buys in one place.

Panel-based, legacy TV currency cannot keep pace with the heavily fragmented, converged TV landscape that now exists. Together, Innovid and TVSquared offer full cross-platform TV measurement with always-on, unduplicated and incremental reach for all campaigns, inclusive of every platform, publisher and country. Independent, unbiased measurement is at the heart of driving the TV industry forward, creating an ecosystem with greater transparency, collaboration and trust.

Watch the full conversation below: