How Brands Can Effectively Activate in the Cross-Screen TV Ecosystem

In an interview between Jenny Rooney, Chief Experience Officer of Adweek, and Paul Alfieri, Chief Marketing Officer of Cadent, they discuss the challenges that brands face in the converging TV ecosystem. Paul provides insights into how brands can leverage strategic audiences across screens to engage customers throughout the purchasing journey. He emphasizes the need for marketers to have the ability to target and measure with the same data set, at the household level, to understand a holistic view of their cross-screen campaigns. The conversation ultimately establishes the need for marketers to lean into end-to-end audience targeting and measurement solutions, that measurement quality is more important than measurement currency, and that cross-screen TV is the new norm, so the industry needs to deliver solutions to meet that demand.

To discover how brands can maximize the potential of CTV and effectively activate in cross-screen environments, watch Paul and Jenny’s full interview below.