Jackelyn Keller on measurement infrastructure
From 📊 The Spiderverse of Measurement: Comscore’s CMO on Rebooting TV Metrics · · TVREV
“We have an infrastructure built for one type of currency, but with multi and alternative currencies, we need an infrastructure that can support whatever currency we have, much like how EVs require a different fueling infrastructure than traditional gas cars.”
On , Jackelyn Keller, Chief Marketing Officer at COMSCORE INC, spoke about measurement infrastructure during 📊 The Spiderverse of Measurement: Comscore’s CMO on Rebooting TV Metrics on TVREV.
About Jackelyn Keller
In a mid-August 2025 interview, Comscore Chief Marketing Officer Jackelyn Keller discussed the company's role in the evolving television measurement landscape. Keller described the current state of measurement as "not universal," "not clean," and "a bit chaotic," noting that different parts of the industry operate in different "spiderverses" — from linear TV with local currency to digital-first programmatic environments. She stated that Comscore has "built a currency that can flex between these different spiderverses," providing interoperability and clarity to marketers concerned about duplication and whether their impressions were counted. Keller characterized Comscore as "an intelligence company" with data insights and measurement solutions, including currency. She said the company's goal is to "unite and connect all of the webs together" and to collaborate with others rather than be the only player. Keller also referenced an "RIP GRP" out-of-home display, saying the message is that "it's not one size fits all" and that industry collaboration is needed to create a flexible currency. She compared the need for new measurement infrastructure to the shift from gas cars to electric vehicles, stating that "with multi and alternative currencies, we need an infrastructure that can support whatever currency we have."