New digital technologies have enabled a virtual explosion in new video and video advertising forms and formats. However the need for accountability and measurement remains consistent, if not more critical than ever. Marketers demand accurate, unbiased, comprehensive measurement to ensure that dollars invested are accountable to their brand goals and programmers require comprehensive data about the
consumer’s viewing journey to support decisions about programming investments, distribution channels,
windowing, and scheduling.
Today’s incredibly complex video environment entails that video measurement be similarly complex. The video advertising and content industries continue to push forward on measurement innovation and improvement. That’s the context for this analysis of panels and their role in the future of video measurement. Panels are important, and the role of panels is changing to support better measurement across a wide range of use cases.
