10:20am
In the ongoing and multiple discussions around improving US video audience measurement, there have been plans announced for, or at least references made to, Virtual IDs—i.e. the creation of synthetic identifiers to assign impressions to a lookalike audience in a way designed to preserve consumer privacy. This panel will explain how VIDs work, the broader value of—as well as challenges with—virtual data, and why they do (or do not) represent the future for cross-media measurement. Panelists include:
• Andrew Bradford, Global Product Lead, Cross Media Campaign Measurement, Kantar Media
• Helen Katz, EVP/Head of Research, Publicis (Moderator)
• Howard Shimmel, Head of Strategy, datafuelX
• Leslie Wood, Former Chief Research Officer, iSpot.TV
• Michael Vinson, Chief Research Officer, Comscore
• Sable Mi, Analytic Strategist
