MERCADEO Versión en español
Gian Fulgoni from comScore: The Challenge for the Advertising Industry is to Connect Users with Data in a Relevant Way
Cristian Vergara| 6 de diciembre de 2016
Gian Fulgoni, CEO y cofundador de comScore
Gian Fulgoni, CEO and Co-Founder at comScore, attended the most recent cS Miami event, an encounter that gathered leaders of the communications industry to discuss the role of measurements in cross media strategies and how consumer behavior has evolved during the last years.In an exclusive interview with PRODU, Fulgoni highlighted that this type of encounter is successful given the characteristics of the attendees and the opportunity it represents to share experiences and opinions in the light of the industry’s future.“Miami gathers a big part of the region’s thinkers, agencies and advertisers in the region. For us it is very important to have this space” he stated.He referred to the challenge agencies have regarding how users look for, find and consume content. “Today people watch TV with their mobile device in front of them. It is an undeniable fact that is increasingly obvious. The challenge is to connect users in a relevant way and that is only possible if you have the tools (data) to do it” he explained.He added that today, the Hispanic market in the U.S. is a reflection of what could happen in Latin America when infrastructure goals regarding Internet connection and measurement tools are reached. “The advantage one market has over the other is not too big, but data can make a big difference.”
