When Anthony Katsur, CEO of the IAB Tech Lab, sat down with Madhive CEO Spencer Potts in this episode, he shared his vision for the industry and the need for a shared omnichannel currency:
“If we had a universal measurement framework… we’ve just solved it.”
That “it” being the holy grail—true omnichannel measurement.
In today’s fragmented media landscape, brands and agencies are asking a critical question: How do we measure performance across every screen, format, and platform? The answer, according to Katsur, lies in industry-wide collaboration, driven by technical standards.
