Measurement and Attribution in the Age of Converged TV

What new research shows about U.S. marketers' adoption rates and barriers to entry

By Bob Ivins

As the viewer experience evolves, converged TV, which encompasses premium, professionally produced content across linear and digital TV and multiple platforms and devices, has taken a front seat to both digital video and traditional linear markets. Advertisers are recognizing the need to bring all forms of premium video into one view rather than keeping digital and TV budgets in silos.