Transforming Video Measurement: An Interview with Mark Myers, Chief Commercial Officer at iSpot.tv

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We had a great conversation with Mark Myers, Chief Commercial Officer at iSpot.tv, during CES 2025. He shared insights into how iSpot.tv is revolutionizing the video measurement space by unifying data across TV, streaming, and social platforms to help brands optimize their ad campaigns and drive business outcomes.

Q. Can you start by introducing yourself and your role at iSpot.tv?

Mark Myers: Absolutely. I’m the Chief Commercial Officer at iSpot.tv. We are the leading video measurement platform, tracking performance across linear TV, streaming TV, and social video platforms. We help brands, agencies, networks, and publishers understand how their ad campaigns are performing—whether that’s creative performance, audience delivery, or business outcomes.

In my role, I work closely with our top customers to ensure they’re getting maximum value from their relationship with iSpot, and I also focus on our overall strategy.

Q: What’s the key differentiator for iSpot.tv?

Mark Myers: One of our key differentiators is real-time TV data. When we started the company 12 years ago, real-time data didn’t exist for linear TV. We were the first to bring that to market.

Since then, we’ve expanded to measure over 500 streaming platforms, including major partnerships like The Trade Desk. We help advertisers understand incremental reach across different platforms and how that impacts business outcomes—like website visits or dealership visits for automotive clients.

Q: It seems like a complex, fragmented space. How do you unify all that data?

Mark Myers: It’s definitely not easy. In fact, we have what we call the Unification Challenge internally. We’ve built a catalog of every TV creative over the last dozen years—more than 2 million creatives. That foundational data set has allowed us to build on top of it and unify everything from linear TV to connected TV (CTV) and social video.

We’ve spent years validating our data with customers. Now, 85% of the top TV advertisers in the U.S. use iSpot data to make strategic decisions.

Q: How does iSpot help clients optimize their ad campaigns?

Mark Myers: We help brands understand their creative performance once the ads go live. For example, we track creatives to see if they achieve the desired brand objectives—things like brand recall or purchase intent—and provide insights in real-time.

Brands can then see if their ads are delivering the intended business outcomes and make adjustments in real-time, optimizing their campaigns based on what’s working best.

Q: What are some challenges in the video measurement space?

Mark Myers: One major challenge is continuous play on streaming platforms. Sometimes, devices like Fire TV sticks are on, but the TV screen is off. Advertisers shouldn’t pay for those impressions. We have a verification product to help brands avoid paying for wasted impressions.

Beyond that, we provide daily insights to help brands optimize their creative variations and media placements. It’s all about helping them maximize ROI.

Q: What big trends do you see for 2025?

Mark Myers: I think unification will continue to be a big trend—bringing together all the different video platforms and walled gardens.

But what really excites me is the use of AI in the creative process. We’re looking at how to use our 12 years of historical data to predict which creatives will perform well. For example, in the financial services industry, should an ad use humor to drive brand engagement? We can answer that based on historical performance data.

It’s about making the creative process more efficient and driving better business outcomes.

Q: Any final thoughts you’d like to share?

Mark Myers: The key takeaway is that brands don’t need to solve everything at once. Start with eliminating waste—whether that’s in creative measurement, audience measurement, or outcome measurement. Incremental optimizations can have a big impact on growth.

We’ve got a playbook to help brands get started and see immediate ROI. It’s about optimizing based on business outcomes and ensuring no wasted effort.

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