It’s an exciting time to be involved with the data coming in across many TV/video platforms. But, “the challenges are obvious,” says Ashwin Navin, CEO and co-founder, Samba TV. “Audiences are dividing their attention by screens. Right now, 25% of the viewership for prime-time TV shows is occurring outside of the TV. It was reported that the Olympics in Rio compared to London declined 17% in TV viewing but consumption on other devices was up +22%.”

According to Navin, “Samba is uniquely able to measure the audience across all screens holistically, so that media companies can effectively sell their entire audience and advertisers can more accurately plan their media across screens.”

Then there’s the issue of ad avoidance.

Read the full interview here.