Xandr is the newest member of the TV Data Initiative, a consortium focused on working collaboratively with the industry to explore the use and application of data across the advanced TV ecosystem.

We sat down to Peter to get his thoughts on how the TV Data Initiative can help move TV measurement forward

PETER DOE: Well, I think it's almost become a cliche now that measurement is a team sport. I've heard that a lot in the last few years and and it's true.

And so collaboration and discussion around all the issues that face not just Xandr, but everyone in the industry can only help.

 And, you know, I didn't even really mention addressable. But if you think about that as a huge opportunity, then there are members of TVDI who are very much focused on that.

And that's a whole area that my team doesn't get as involved with—we're more on the linear TV side and extending that into OTT and planning around that. So just being in a room where there are, there's dialog around that and dialog around identity, but also bring our perspective to it. That's just got to help. And creating materials that we can share with the industry about the issues as we see them has to be a valuable thing.