ITVT is pleased to present an audio recording of the TVOT SF 2019 session, "How Attribution Will Change Not Only Advertising, but TV Itself."

While we are making the recording available free of charge, you can also purchase a transcript of the session here: https://gumroad.com/l/uVbca

The session was described in the show brochure as follows:

"As the science of attribution--the ability to gain insight into the relationship between advertising spend and outcome--advances, it is of course transforming the way in which advertising is measured, bought and sold.

However, its impact will likely extend well beyond this: for, if the goal of advertising is no longer primarily to deliver an audience but rather an outcome, will linear TV's traditional commercial pod--which is largely predicated on delivery of reach to an audience--not have to be rethought in order to take this into account? And, if so, might this not also have major implications for advertising creative--and even for programming and for the medium of television in general?

In this session, Jeff Greenfield, Co-Founder and COO of C3 Metrics, will explore the near- and long-term effects that the science of attribution could have both on TV advertising and on television itself."

Note: We will be announcing our next TV of Tomorrow Show event, TVOT NYC 2019, soon. Stay tuned for details!