Executive Interview: Comcast Discusses Ad Measurement Challenges; The Soon-To-Disappear Cookie, and Cohesive, Cross-Media Measurement and Innovation

Larry Allen, VP/GM of Data and Addressable Enablement at Comcast Advertising, joins me for a detailed discussion on how the shift in viewing habits to all screens is making it difficult to provide cohesive cross-media measurement. We discuss the impact of the loss of third-party cookies, the challenges and opportunities in measurement at scale, including with FAST services, and the potential role of AI tech to fill measurement gaps. Finally, we highlight why the industry needs a clear set of guidelines on how it wants to approach measurement across inventory owners and distributors to provide a common language for measurement across platforms.Podcast produced by Security Halt Media