{"id":40029,"date":"2026-11-12T15:45:16","date_gmt":"2026-11-12T23:45:16","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=40029"},"modified":"2026-11-12T15:45:17","modified_gmt":"2026-11-12T23:45:17","slug":"measurement-fragmentation-and-the-future-of-outcomes","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/measurement-fragmentation-and-the-future-of-outcomes\/","title":{"rendered":"Measurement, Fragmentation, and the Future of Outcomes"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">We sat down with David Porter, Head of Ad Sales Research, Data and Insights, Skydance Advertising, to talk about the evolving role of measurement in today\u2019s fragmented media landscape. With decades of experience spanning research, data, and insights, Porter shared how his team is focused on unifying audiences across streaming, digital, and linear environments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the center of his work is a full-funnel approach\u2014connecting reach and awareness through to sales conversion\u2014while maintaining a consistent view of the consumer to avoid fragmentation across identity systems. Porter also discussed how Skydance Advertising is addressing fragmentation not as a limitation, but as an opportunity to build scale through better tools and planning systems.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Watch the full interview:<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe loading=\"lazy\" title=\"Measurement Maven | Measurement, Fragmentation, and the Future of Outcomes with Skydance Advertising\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/h1E_rQ9g12o?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\"><em>This conversation has been lightly condensed and edited for clarity.<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading mt-5 has-vivid-green-cyan-color has-text-color has-link-color wp-elements-1\"><strong><\/strong><strong>How are you handling fragmentation?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>David Porter:<\/strong> Certainly. Yeah. So fragmentation. Everyone&#8217;s familiar with the challenge of fragmentation. But we can build scale if you&#8217;ve got the right tools to unlock it. So our product is called Stream X, and Stream X finds viewers across linear streaming and digital and brings them together into one unified plan. That plan is then optimized to maximize reach across our portfolio. So that&#8217;s how we&#8217;re addressing fragmentation. We&#8217;ve got 24, 26 linear networks. We&#8217;ve got HBO Max, we&#8217;ve got Discovery Plus. Then we have our digital properties like CNN and Bleacher Report. So we&#8217;ve got a wide variety of properties.<\/p>\n\n\n\n<h3 class=\"wp-block-heading mt-5 has-vivid-green-cyan-color has-text-color has-link-color wp-elements-2\"><strong><\/strong><strong>How are you thinking about business outcomes?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>David Porter:<\/strong> We want to measure outcomes across the full funnel from reaching awareness all the way down to to sales conversions. But when we do that, we want to make sure that we have a consistent view of the consumer. We want to make sure that we&#8217;re mapping that consumer to one eyed spine. So for example, I really like what OpenAPI is doing with the audience of record, where it&#8217;s the same definition from definition, from audience definition to activation and to measurement.<\/p>\n\n\n\n<h3 class=\"wp-block-heading mt-5 has-vivid-green-cyan-color has-text-color has-link-color wp-elements-3\"><strong><\/strong><strong>And I know you have a deal with iSpot on outcomes to do rapid conversions or outcomes at scale. Can we talk about that?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>David Porter<\/strong><em>:<\/em> So what we&#8217;re really trying to do with iSpot and some of our other vendors is we want to automate the process so that we&#8217;re bringing in their results immediately. So this is outcomes at scale. It&#8217;s always-on outcomes so that we have a view of the results during the campaign, not just wait until the end, but we actually get them in flight.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We sat down with David Porter, Head of Ad Sales Research, Data and Insights, Skydance Advertising, to talk about the evolving role of measurement in today\u2019s fragmented media landscape. With decades of experience spanning research, data, and insights, Porter shared how his team is focused on unifying audiences across streaming, digital, and linear environments. At&#8230; Read More<\/p>\n","protected":false},"author":53,"featured_media":40031,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"class_list":["post-40029","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tv-ad-insights"],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/40029","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/53"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=40029"}],"version-history":[{"count":1,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/40029\/revisions"}],"predecessor-version":[{"id":40030,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/40029\/revisions\/40030"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/40031"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=40029"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=40029"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=40029"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=40029"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}