Tal Chalozin, CTO of Innovid, talks about why the software company could be the heir apparent to classic third-party measurement firms such as Nielsen and comScore in the digital era.

Chalozin also weighs in on why marketers are going to have to accept a certain level of fragmentation, which will make ad targeting via identity data challenging. Yet in his mind, the idea that targeting was perfect during the cookie era has “always been a pipe dream.”