Taping TV’s Fractured Viewership Back Together

Three ways new marketing technology can lead to better TV measurement and give advertisers the big picture about their ROAS

By Allison Metcalfe

For years, only digital media had the ability to get so granular as to accurately measure return on advertising spend (ROAS). Thanks to advanced data science and machine learning, it is now a reality for TV as well. And while moving a TV measurement program to a more advanced level may seem daunting, there are ways for marketers to start small and scale their efforts as they go.