This highlight comes from Ep 3 in the Ad-tech Tutorial series, where Sameer Modha, Measurement Innovation Lead, Commercial, ITV, explains why outcome measurement is crucial for driving real business impact.

In the full Tutorial, Modha breaks down what outcome measurement is (and what it isn’t), why it’s challenging for broadcasters, and how it can help organisations optimise strategies for long-term success.

View the full Tutorial here:

Ad-tech - Tutorial, Ep 3: How to approach measuring outcomes as a TV media owner | Video | IBC

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