Mumbai: Day 2 of Goafest 2023 started with a musical morning with Divya Kumar and Asees Kaur. It was later followed by the first session of the day was an educative one by India Today, which discussed the Future of Connected Devices and Cross Channel Measurement with moderator, India Today Television consulting editor Rajdeep Sardesai - along with panelists - Comscore VP of sales & head Asia Pacific Geet Lulla, Chrome DM founder and CEO Pankaj Krishna, and ITGD CEO Salil Kumar.

The session drove conversations around the future of connected devices, which holds a seamless integration of various smart devices, enabling effortless communication and data sharing between them, while cross-channel measurement has become increasingly sophisticated, providing comprehensive insights into user behavior across multiple platforms and touchpoints for more effective marketing strategies.

Lulla commented, “Measurement is now moving from a monolithic approach to a fragmented approach, which needs to be reported frequently because data by itself is meaningless, it needs context.”

Krishna also presented his findings on incremental reach, which consists of three components, including browsers (223 mn), mobile devices (619 mn) and connected TVs (22.1 mn). These numbers have never been revealed before!

Kumar, too, made an important addition to his conversation about the monetisation of data. The panelists also accentuated the importance of clarity, wherein the measurement is concerned, as well as collaboration with regard to the real-time consumption ecosystem.