The walled gardens are a major obstacle to consistent, non-duplicated measurement, a panel of panelists said in a comprehensive talk at Adweek’s Convergent TV Summit on Wednesday.
The time to get a clear, consistent response from these companies is more important than ever as consumers continue to cut cables as the Covid-19 pandemic rages on and they consume cross-platform content.
“I think we can all agree that one of the biggest obstacles to this unified measurement source is the walled gardens,” said Nora Wolfe, senior vice president, group partner of UM Worldwide, adding, “Digital with some of the greatest For players who do not allow data to flow outside the walls, we still consider them in silos. “
This poses problems, especially when consumers view content across devices.
As more and more gamers go online, from new streaming services to smart TV developers, these providers have more opportunities to collect data and measure behavior in their own way.
“Everyone becomes a data owner,” said Jane Clarke, executive director and chief executive officer of the Coalition for Innovative Media Measurement. “Getting the sharing agreements and the methods to do so in a privacy-safe manner really leads to this fragmentation that creates more and more challenges.”
Check out the full conversation with Adweek’s streaming editor Kelsey Sutton here: