New Tools for a New Age | Paley Media Council Evening Event

Next Big Thing in Tracking and Measurement

Wednesday, October 21, 2015
6:00 pm to 9:00 pm
New York

As disruption continues to transform the television industry, one thing has become clear: television is no longer just a platform, it’s an art form. As viewing habits shift to embrace a new era of TV everywhere and anytime, executives have seen ad dollars move from traditional TV to digital outlets, sparking an important discussion about the sustainability and future of the television business.

At the forefront of this pressing conversation is tracking and measurement — and whether a "one-size-fits-all" metric can still apply to a new ecosystem in which time shifted viewing, SVOD, OTT and other new trends have profoundly altered the shape and size of the diversified industry. This discussion examines the one-size-fits-all model, currently considered by many to be the holy grail for ratings, and whether this can truly become a reality, including current ratings tools, data and new developments on the horizon, such as Nielsen's launch of DCR.

The event also looked at the broader issue of how and where ratings fit into the bigger picture of programmatic and digital advertising, including:
—The critical difference between ratings, which measure the number of viewers watching, versus programmatic and digital advertising, which is based on targeting and getting to the "right eyeballs," as opposed to audience mass.
—Can Big Data replace ratings?
—Where do ratings fit in the increasing OTT, mobile and TV everywhere universe?

Kelly Abcarian
Senior Vice President for Audience Measurement, Nielsen

nullKelly Abcarian is a media research executive with more than 17 years of industry and technical leadership in aligning cross-product solutions for television, digital and cross-platform content and advertising. Kelly is currently Senior Vice President for Audience Measurement at Nielsen. In this role, she is responsible for the strategic vision and roadmap for Nielsen’s National TV Ratings and Total Audience products, focused on the convergence of devices and cross platform audience measurement. Since joining Nielsen in 2005, Kelly has held numerous senior roles managing the company’s largest technology platforms and servicing clients in the Watch & Buy segments of Nielsen’s business. Kelly is frequent speaker at industry events and is a member of the IAB Advanced TV Advisory Board as well as being an active participant on the MRC Standards Committees.

 

Marc DeBevoise
Executive Vice President and General Manager, CBS Digital Media

Marc DeBevoise is the Executive Vice President and General Manager of CBS Digital Media — the organization responsible for the digital media businesses of the CBS Television Network. He oversees CBS Interactive’s leading properties for each of the CBS Television Network’s major programming divisions across all digital platforms, including Entertainment, Sports and News. DeBevoise is also responsible for the CBS Television Network’s digital content distribution strategies, including full episode streaming across web, mobile device and OTT platform distribution, dynamic ad insertion on cable VOD platforms, direct-to-consumer subscription video on demand, and live streaming initiatives including authentication/TV Everywhere. CBS Digital Media also develops both original and show-based digital content ranging from video programming, to applications, games and editorial content. He received his M.B.A. with distinction in Entertainment, Media & Technology and Finance from New York University’s Stern School of Business and his B.A. in Economics and Computer Science from Tufts University. He lives in New York City along with his wife and their two children.

Jeff Green
President and CEO, The Trade Desk

Jeff Green is CEO and cofounder of The Trade Desk, Inc., a global demand-side platform in the $20B programmatic advertising space. The Trade Desk was recently recognized among the top ten on Forbes Magazine’s list of America’s Most Promising Companies 2015. In 2004, Jeff created the first online ad network, AdECN, which Microsoft acquired in 2007. Jeff’s passion for creating successful technology continues at The Trade Desk, which was recognized in late 2014 by Outside Magazine as one of the best places to work in America, and earned the same recognition for its New York office by Crain’s New York Business.


Moderated by:

Mark Lieberman

President and CEO, Viamedia

nullMark Lieberman joined Viamedia, the country’s largest independent TV advertising management solutions company, as president and chief executive officer in January 2014 after an extensive career in the media and technology industry. During his tenure he has expanded Viamedia’s sales and business intelligence measurement tools, and has overseen the growth of Viamedia’s programmatic-television subsidiary, which runs campaigns for numerous advertisers delivering billions of impressions and has added several major cable-networks and cable/telco providers as clients. Mark is among the most experienced executives with a deep history in ad technology and advertising. His insights into the trends of the video ad business have led to frequent appearances on business television shows and regular invitations to speak at trade shows, conferences and industry events. He lives in Westchester County, NY and Montauk, New York with his wife and children, where he still finds time to play competitive street basketball.


This event is exclusive to Media Council members and other invited guests. To find out more about Media Council membership or inquire about receiving an invitation, contact mediacouncil@paleycenter.org.

Learn more about past Media Council events.