NCC Media’s Ivins On Real-Time Campaign Measurement, Attribution Partners – Beet.TV #Entrepreneur @MondoPlayer [Video]

Cristian WorthingtonFeedToPost, MediaVidi Twitter

As television advertising measurement evolves from probabilistic to deterministic, it’s sparking a related evolution. The end result could be called high-speed marketing mix modeling (MMM) on cruise control.

“I think we’ll get to the day where it’s always on, real-time measurement,” says Bob Ivins, Chief Data Officer of NCC Media.

Not that long ago, MMM was …