Brands are increasingly wanting to measure the direct business impact of their ad campaigns, while still measuring the performance of the ads themselves says Spotify’s global head of video monetisation Brian Danzis. This means that publishers like Spotify need to enable advertisers to measure how video campaigns drive sales lift, and how effectively they cause consumers to head to physical retail locations. In this interview Danzis also discusses how Spotify tries to make sure video ads don’t ruin the user experience, and how Spotify targets ads based on which genre users are listening to. Filmed at Video Rise 2018 in Lisbon.