For all the talk about TV measurement in recent years, most has come from media companies, measurement firms and agencies. Marketers are often on the sideline, if there at all, in public forums.
Video Advertising Bureau CEO Sean Cunningham would like to change that. His group has been pushing a measurement transparency initiative that, while it paints TV in a better light than digital platforms generally, is also important for the people ultimately paying the bills, the marketers, as Cunningham sees it.