iSpot’s Muller: publishers, not just advertisers, are now chasing outcomes
The Measure reports that advertisers have measured outcomes for years. Now, says iSpot CEO Sean Muller, publishers are adopting it too — chasing apples-to-apples comparisons across linear, streaming, YouTube and TikTok on one lift methodology.
Why it matters. Once every channel is judged by the same lift methodology, publishers lose the ability to claim credit using channel-specific metrics that can’t be compared head to head.
Signal from The Measure · read the original.
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