Unifying TV Ad Measurement Across Platforms
With video advertising more fragmented than ever, brands are under pressure to make smarter, faster decisions. Sean Muller, CEO of iSpot, is at the center of that transformation—helping advertisers unify their data, measure outcomes, and keep up with a rapidly shifting media landscape.
At Cannes, he sat down with Media Cartographer Evan Shapiro for Big Brains to talk about how AI is speeding up insights, why trust matters more than ever, and what newcomers to the industry should focus on right now.
Evan Shapiro: What are you hearing in the marketplace right now? What's the mood, especially here at Cannes?
Sean Muller: What we’re hearing both here and across the broader market is that video is becoming incredibly fragmented. Advertisers want a unified view of all their video investments—linear, streaming, digital, social, even within walled gardens. They want everything measured in one place with consistency. There's also a lot of discussion around outcome-based measurement and, unsurprisingly, a ton of focus on AI.
ES: You’ve recently announced partnerships with National CineMedia and Roku. What do you look for in a partnership today?
SM: It comes down to enabling a unified view of video measurement. That’s what advertisers want, and to deliver it, we need the right partners. Wherever advertisers are spending—whether it’s in digital, on TV, or even in movie theaters—we want to be there. The National CineMedia partnership, for example, brings in-theater advertising into that unified measurement landscape.
