IAB Advanced Television: The Quest for Universal Addressability

Video is thriving as a medium for consumers – be it streaming in the living room or enjoying short-form videos on your mobile phone. Growth in viewing on connected Television sets and multiple devices has surfaced an enormous challenge of measuring and managing video buying across linear, linear addressable, and digital channels. Further, the industry is more fragmented in available technologies and methods of measurement. 

The event will discuss:

• IAB Tech Lab Advanced Television Roadmap
• Advanced Television industry and technology landscape
• Cross-channel campaign measurement initiatives and emerging new technologies for TV measurement
• Common currency debate and audience TV measurement
• Contextual advertising in Video
• Managing Connected TV advertising with the efficiency of Programmatic
• What is new in Transparency Center for CTV and Video

Join our 40-minute session: A New Channel and an Age-Old Debate: Measurement at 11:20 a.m. EST to hear George Castrissiades, VP of CTV Product at iSpot, and other industry experts discuss measurement and currency for the future of Advanced TV.