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Ad, TV, Video Trades Organize Around Tech Standards: Seek Single 'Mezzanine' Format

Monday, September 12, 2016

The proliferation of so-called “cross-platform” screens for watching TV and video has focused the media industry on measuring and understanding how consumers view advertising and programming content, but it has also created unintended consequences in the way the industry produces, distributes and traffics that content -- creating confusion, inefficiency and new kinds of workflow for advertisers, agencies and the media.