CTVs Upgrades in Audience Metrics Will Drive More Ad Spending: TelevisaUnivisions Dan Aversano Beet.TV [Video]

SANTA MONICA, Calif. – Connected television relies on an internet hookup, making the transmission of advertising and programming easier to measure directly than with traditional broadcasts. Because metrics don’t necessarily reveal much about which members of a household are watching, marketers and media companies are seeking more information to help determine the value of CTV audiences.

“While we’re really good at measuring devices and understanding which devices are tuned to what, it’s really difficult to understand who’s in front of those devices,” Dan Aversano, executive vice president of advertising operations, data strategy and advanced advertising at TelevisaUnivision, said in this interview at the Beet Retreat Santa Monica with Beet.TV contributor Rob Williams.

“Part of the problem is measurement companies still think that their job is to count, and while in the linear environment that was true, that was the primary thing that we needed,” Aversano said. “In a CTV environment where I can …