Ken Papagan Presentation Topic
Invergence: Too many Touchpoints…too little Measurement. What has to change?
In an increasingly fragmented world of cross platform digital distribution, traditional methods of measurement are becoming increasingly statistically invalid. From Prime content to User-Generated content, targeted advertising has to be the monetization engine that enables it because inVergence has created an expectation that most of it should be “free.”
We all know “there is no free lunch.” Behaviorial measurement of media consumption by platform and device is critical to keep pace with how the content we all crave will be financed. Whether we pay for it directly or see it for free, content needs to be tracked and usage analyzed. The sheer scale of these growing numbers presents a significant challenge to Market Science.
What WILL we do?
