Kurt Rao on metrics
From Interview with Tegna CTO Kurt Rao on the Importance of Video Analytics — NAB 2023 · · NPAW
“We have three main constituents: content producers who need engagement metrics, advertisers who look at audience affinities, and marketing teams who focus on acquiring new consumers; eventually, we aim to unify these metrics into one comprehensive measure.”
On , Kurt Rao, Senior Vice President & Chief Technology Officer at TEGNA INC, spoke about metrics during Interview with Tegna CTO Kurt Rao on the Importance of Video Analytics — NAB 2023 on NPAW.
About Kurt Rao
In a September 2023 interview at the NAB Show, Kurt Rao, Senior Vice President and Chief Technology Officer at Tegna, discussed the company's use of video analytics. He described Tegna as a local broadcaster with 64 television stations producing about 14 hours of content daily, distributed across antenna, digital, cable, and satellite platforms. Rao stated that while linear television remains the core business with the largest audience, the company is increasing its digital focus to understand consumer behavior and content preferences within local communities. Rao emphasized the critical role of data, describing it as "a new currency in media." He noted that the company aims to connect diverse data sources—such as DSP exhaust, website visits, and CTV app usage—to inform decisions on content production and consumer engagement. He identified cultural and people adoption as the biggest challenges in technology rollout, rather than the technology itself. Rao also discussed the need for flexible platforms that can adapt to different broadcasters' internal processes, rather than forcing organizations to change to fit a one-size-fits-all system.