The Technology for Managing Cross-Screen TV Campaigns Simply isn’t There Yet says Xaxis’s Moore


This week is ‘TV Week’ on VAN and we’ll be bringing you footage from the TV Rise executive event we held in Sebastian earlier this month. One of the things that came out of the event was the challenges for the buy-side. When traditional TV is involved, it becomes difficult to accurately manage things like reach and frequency in the way you can in online advertising (which doesn’t come without its own set of challenges). Here David J. Moore, Chairman of Xaxis and President of WPP Digital, tells an interesting anecdote about the problems Xaxis encountered when they sought to supplement a video campaign with programmatic TV.

New Video Frontiers, Video’s Global Gathering
London, Oct 19-20th

 

 


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