Comscore’s SVP of Television & Cross-Platform Analytics, Joe Ruthruff, Ph.D., joins CIMM's John Watts to unpack the need for representativeness in measurement and what it means for different groups, including the current state of representation in national and local TV, digital and cross-platform. This session will cover insights on how viewing audiences through a representativeness lens could change KPIs, optimizations and outcomes, how privacy regulations will change expectations of measurement, and what the industry could be doing to support improvements.
How are media owners, agencies and platforms leveraging machine learning, large-language models (LLMs) and generative AI for innovation in measurement now? And how will AI-infused advertising shape the practice of media measurement moving forward?