Comscore’s SVP of Television & Cross-Platform Analytics, Joe Ruthruff, Ph.D., in conversation with CIMM's Managing Director John Watts unpacks 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 fireside discussion from the 2023 CIMM Summit NYC covers how viewing audiences through a representativeness lens could change KPIs, optimizations and outcomes, how privacy regulations will change expectations of measurement, and how the industry can support improvements.