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How Attribution Will Change Not Only Advertising, but TV Itself at TVOT SF 2019, June 12th

ITVT is pleased to announce more details about a TVOT SF 2019 presentation by Jeff Greenfield, Co-Founder and COO of C3 Metrics

Here's the listing for the session from the show agenda:

Wednesday, June 12th

10:05-10:35AM
Hawthorn Room
How Attribution Will Change Not Only Advertising, but TV Itself

As the science of attribution--the ability to gain insight into the relationship between advertising spend and outcome--advances, it is of course transforming the way in which advertising is measured, bought and sold.

However, its impact will likely extend well beyond this: for, if the goal of advertising is no longer primarily to deliver an audience but rather an outcome, will linear TV's traditional commercial pod--which is largely predicated on delivery of reach to an audience--not have to be rethought in order to take this into account? And, if so, might this not also have major implications for advertising creative--and even for programming and for the medium of television in general?

In this session, Jeff Greenfield, Co-Founder and COO of C3 Metrics, will explore the near- and long-term effects that the science of attribution could have both on TV advertising and on television itself.