About this episode

Sean Odlum discusses the need for a new media classification for YouTube and the impact of clean room technology on measurement and attribution.

Tinuiti Chief Product Officer Sean Odlum, joins Mike Shields at Cannes to break down why YouTube requires its own media classification, how clean room technology is unlocking deterministic measurement across connected TVs, and what it takes to crack cross-platform attribution.

People in this episode

Host: Mike Shields

Guest: Sean Odlum

Topics covered

• video marketing
• cross-platform attribution
• media classification
• deterministic measurement
• clean room technology

Keywords

• video marketing
• YouTube
• cross-platform attribution
• clean room technology
• deterministic measurement

Mentioned in this episode

Organizations: Tinuiti, YouTube, connected TVs

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