Sean Cunningham: Reaching Real People in a World Full of Bots
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Sean Cunningham: Reaching Real People in a World Full of Bots
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概要
What does it really take to hold an industry accountable?
In this episode of The Cred Podcast, host Mack McKelvey sits down with Sean Cunningham, President and CEO of the Video Advertising Bureau (VAB), for a candid conversation about the state of premium video, the battle for measurement transparency, and why the future of advertising depends on getting back to real humans.
From the inside story of how the VAB took on Nielsen during COVID to why 54% of internet traffic being non-human should terrify every marketer, Sean makes the case that the advertising industry has been far too tolerant of opacity, bad behavior, and metrics of illusion.
The conversation covers the full spectrum of today's video landscape: why not all impressions are created equal, how direct-to-consumer brands have proven premium video is a full-funnel performance driver, and why the "death of linear" is a myth.
Sean also gives a preview of what the VAB will be bringing to Possible in a few weeks.