Patricia Betron

This year Betron led the launch of the new Convergence Effectiveness Modeling initiative; her team collaborated closely with ESPN’s research division to create a multimedia planning tool for marketers. She also worked with a third-party company, Brand Asset Valuation, to calculate key brand metrics in client partnerships and sponsorships. She says brand safety in advertising is crucial. “There are so many third-, and fourth-, and fifth-, etc., party intermediaries between brands and where their ads actually appear. Context matters, and marketers need to understand exactly the type of content they are associated with and supporting.”

Who is your favorite current female TV character and why?
Selena Meyer on “Veep.” I think she is hysterical.

What industry topic do you think will dominate industry headlines in 2018 and why?
Brand safety in advertising. There are so many third- (and fourth-, and fifth-, etc.) party intermediaries between brands and where their ads actually appear. Context matters, and marketers need to understand exactly the type of content they are associated with and supporting.

What is one way the industry can continue to evolve in ridding itself of gender discrimination?
Heightening awareness of unconscious bias.

What famous woman, living or deceased, would you like to have dinner with?
Jacqueline Kennedy Onassis

Best advice for relieving stress?
Laughter.

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