Opinion
Unlocking the relationship between the viewer and the screen
Kantar Media’s investment in the cross-platform measurement of video is highlighting the degree to which co-viewing varies significantly across devices. It’s amplifying the critical importance of people-based measurement and the role of panels at the heart of currency measurement. Beyond a simple set of figures, cross-platform measurement is playing a crucial role in unlocking that relationship between screens and viewers which is central to monetising audiences.
25 April, 2023
