Silo Measurement Isnt Viable for Fragmented Media: Comscores Paul Goode Beet.TV [Video]

LONDON – Technology companies that sell advertising such as Google and Facebook jealously guard their user data in their own walled gardens, making it difficult for brands measure cross-platform exposure to advertising. These walled gardens have multiplied as traditional media companies distribute video content direct to consumers through streaming apps.

“Audience behavior is clearly fragmented across multiple channels, and the silo measurement that we have seen in the past is deemed really unacceptable,” Paul Goode, senior vice president of partnerships at Comscore, said in this interview with Beet.TV contributor Robert Andrews.

“Advertisers are very vocal at their discontent. It’s not surprising,” Goode said. “We have a media measurement landscape that is funded by media silos and therefore there is no incentive for those media silos to overlap.”

With advertisers clamoring for better measurement methods, newer cross-platform solutions are emerging and continually being tested.

“We’re seeing a change now with the advertisers both being …