May 4, 2017

GroupM’s Lyle Schwartz Gets Upfront on TV Ad Spending and Measurement Chaos

In an industry in which all eyes are typically on such moguls as Rupert Murdoch or Brian Roberts, here’s a little advice: Keep a close watch on Lyle Schwartz.

Schwartz isn’t as well-known as the heads of 21st Century Fox or Comcast, but he plays an integral part in how those industry giants fill their coffers. As the recently named president of implementation for North America at the large GroupM media buying unit, Schwartz has quietly been prodding the media and ad industries to change the way viewers are counted, so that advertisers might reliably measure how their commercials are being consumed across different screens.

The task is not an easy one, and Schwartz acknowledges his ideas may not be embraced across the industry. Speaking to Brian Steinberg, he weighs in on TV’s upfront market and hints at a new kind of screen that could fascinate Madison Avenue in the not-too-distant future.

Read more from Variety here


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