Episode Details

On this episode of "Chatting at SXSW", Evan Shapiro sits down with Steve Bagdasarian, Chief Commercial Officer of Comscore. They discuss the shift from traditional broadcast measurement to cross-platform, the increasing role of programmatic advertising and psychographic-based targeting, as well as the evolving landscape of media measurement and advertising, focusing on multi-currency vs. multi-measurement models and how Comscore differentiates itself with its granular, locally-driven measurement approach.

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• (00:00) - Introduction and Guest Introduction
• (00:18) - Role and Responsibilities of a Chief Commercial Officer
• (00:57) - Measurement and Cross-Platform User-Centric View
• (01:12) - Panel Discussion on User-Centric Era
• (01:22) - CommScore's Differentiation in the Market
• (01:31) - Future of Measurement and Media Buying
• (03:26) - Granular Data and Programmatic Media
• (03:46) - Market Intelligence and Future Predictions
• (05:44) - Optimization and Personalization in Media
• (07:00) - Investment Strategies for Upfronts and New Fronts
• (07:45) - Conclusion and Final Thoughts