On this episode of "Chatting at SXSW", Evan Shapiro sits down with Steve Bagdasarian, Chief Commercial Officer of Comscore. They discuss the shift from traditional broadcast measurement to cross-platform, the increasing role of programmatic advertising and psychographic-based targeting, as well as the evolving landscape of media measurement and advertising, focusing on multi-currency vs. multi-measurement models and how Comscore differentiates itself with its granular, locally-driven measurement approach.

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• (00:00) - Introduction and Guest Introduction