ARCHIVE FOR:

Ronan Higgins

  • OPINION: On TV & Video

    As Addressable TV Advertising Grows, The Industry Must Address Overwrite Measurement

    BY AdExchanger//

    “On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ronan Higgins, CEO at TVadSync. The addressable TV advertising sector is poised for growth. New initiatives and smart TV technologies offer the potential to unlock the “other 14 minutes” of TV ad airtime. However, every time […]

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  • OPINION: On TV & Video

    The MRC Standards For TV Ad Measurement Will Force Technical Upgrades For All

    BY AdExchanger//

    “On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ronan Higgins, CEO at TVadSync. The MRC recently released final standards for cross-media audience measurement of TV and Video. These standards will require work for all players in the market to get a passing grade, including […]

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  • OPINION: On TV & Video

    Don’t Take CTV Results At Face Value

    BY AdExchanger//

    “On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ronan Higgins, CEO at TVadSync. When buyers place their bets on a new tactic, they are eager to get insights to help determine if their campaign worked. Connected TV (CTV) is no different. This new entrant […]

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