On this episode of "Chatting at SXSW", Evan Shapiro sits down with Steve Bagdasarian, Chief Commercial Officer of Comscore. They discuss the shift from traditional broadcast measurement to cross-platform, the increasing role of programmatic advertising and psychographic-based targeting, as well as the evolving landscape of media measurement and advertising, focusing on multi-currency vs. multi-measurement models and how Comscore differentiates itself with its granular, locally-driven measurement approach.


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Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

  • (00:00) - Introduction and Guest Introduction
  • (00:18) - Role and Responsibilities of a Chief Commercial Officer
  • (00:57) - Measurement and Cross-Platform User-Centric View
  • (01:12) - Panel Discussion on User-Centric Era
  • (01:22) - CommScore's Differentiation in the Market
  • (01:31) - Future of Measurement and Media Buying
  • (03:26) - Granular Data and Programmatic Media
  • (03:46) - Market Intelligence and Future Predictions
  • (05:44) - Optimization and Personalization in Media
  • (07:00) - Investment Strategies for Upfronts and New Fronts
  • (07:45) - Conclusion and Final Thoughts

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