Advertisers have never been under more pressure to prove ROI. Bob Ivins, chief strategy officer at cross-platform TV measurement firm TVSquared, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the remaining deficits in linear TV ad measurement, why it's important to standardize metrics and definitions across traditional and digital TV and video, and why advertisers need to pay attention to the right metrics for their campaign objective.

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Sightly is a media/marketing technology company specializing in video advertising and analytics. Its new Brand Mentality™ platform combines emotional and social intelligence with Anticipation Software™ to help brands and agencies respond moment to moment with true future-forward marketing across YouTube, TikTok, CTV, livestream video and more. Learn how.