Back in April, our CEO, Lance, stirred things up at the Advanced Advertising Summit when he took a stand on the need – and potentially lack thereof – for common currency in the TV world.
Here’s how his POV was captured in Broadcasting and Cable:
Lance Neuhauser, CEO of 4C Insights, said there is undue attention paid to standardization. Buyers and sellers in the market are inevitably going to reach different conclusions and make different strategic decisions based on the exact same piece of available data.
‘They’re going to transact off it,’ he said. ‘That doesn’t mean you have to have standard measurement in order to make that decision.’
Indeed, the value of an ad placement is in the eye of the beholder. Put another way, with another idiom, one man’s ad trash is another man’s treasure. That’s why the obsession with standards should give way to an obsession on automation and addressability.
We’re getting there and, here at 4C, we’re doing what we can to champion the cause. We hope you’ll join us in pursuing peak placement & precision. And I hope you’ll read on for more of 4C’s insights.
Read the rest of 4C’s Insights Volume 14 here.
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