Measuring BVOD, TV and YouTube and footfall in one hit: Kmart, Kinesso and UM think Beatgrid may have cracked cross-media measurement | Mi3

Broadcasters Ignoring AdTech Risk Removal From Plans

In a VideoWeek buy-side interview, Paul McGee, Head of Video Planning at Goodstuff, warns that UK broadcasters risk being excluded from media plans if they fail to provide parity with global streaming suppliers on inventory access and insights. McGee discusses the rise of in‑housing, the shifting role of agencies toward strategy and tech-enabled value, and the importance of transparency in supply paths and measurement. He highlights tools and approaches Goodstuff uses—including a new product called Move focused on proximity to purchase and the measurement provider Beatgrid (used on an OVO campaign)—and urges broadcasters and publishers to adopt standard tagging, measurement partnerships and addressability to remain competitive against streamers and walled gardens.