---
title: Matrix Shares Valuable Insights at the 2021 Cynopsis Measurement & Data Virtual Conference
description: Matrix was proud to be a part of this year’s Cynopsis Measurement & Data Virtual Conference, sharing valuable insights in two different sessions, Automating the Ad Buy & Using Standard Units of Measurement to Pave the Way to Convergence.
image: https://blog.matrixformedia.com/hubfs/Cynopsis%20Feature%20Image.jpg
---

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# Matrix Shares Valuable Insights at the 2021 Cynopsis Measurement & Data Virtual Conference

 Posted on  June 22, 2021  by [Team Matrix](https://blog.matrixformedia.com/author/celiavine)

[Mark Gorman](https://blog.matrixformedia.com/topic/mark-gorman), [automation](https://blog.matrixformedia.com/topic/automation), [MASC](https://blog.matrixformedia.com/topic/masc), [Cynopsis](https://blog.matrixformedia.com/topic/cynopsis), [Insights](https://blog.matrixformedia.com/topic/insights), [Standard Units of Measure](https://blog.matrixformedia.com/topic/standard-units-of-measure), [Measurement & Data Virtual Conference](https://blog.matrixformedia.com/topic/measurement-data-virtual-conference)

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![Cynopsis Feature Image](https://blog.matrixformedia.com/hs-fs/hubfs/Cynopsis%20Feature%20Image.jpg?width=350&name=Cynopsis%20Feature%20Image.jpg)This year’s Measurement & Data Virtual Conference was Cynopsis’ 5th annual event. Bringing together hundreds of analysts, researchers, and media leaders, the industry came together virtually and brought the freshest thinking on buying and selling for the holistic video marketplace for discussion.

Matrix was proud to be a part of this year’s virtual event, sharing valuable insights and hosting two different sessions. Focused on 'Automating the Ad Buy' and 'Using Standard Units of Measurement to Pave the Way to Convergence,' Matrix CEO, Mark Gorman, shared his thoughts and then was joined by representatives of the Matrix Media Ad Sales Council (MASC) and beyond for a thought inspiring discussion. Check out how both of these sessions went, below:

***Automating the Ad Buy* **

This session was presented by Matrix CEO, Mark Gorman. Gorman discussed how the key to automating ad buy/sell processes and workflows is connecting all the necessary and vital data throughout the advertising ecosystem. The presentation looked at how the industry is evolving to make tangible the reality of self-serve inventory ad buys, i.e. adopting a standard unit of measurement across platforms, eliminating makegoods, and the technology and integration points needed to make it happen.

 

 

***Using Standard Units of Measurement to Pave the Way to Convergence* **

Matrix's second session was moderated by Matrix CEO, Mark Gorman, alongside panelists Susie Meehan (MASC member & VP, Advanced Advertising & Operations, AMC Networks) and Kevin Stuart (VP, Research, Hearst). The discussion was centered around establishing a level playing field for convergence, and how we as a media advertising industry must deploy a standard unit of measurement across revenue platforms. They also discussed the crux of impressions-based buying and selling from both a challenges and opportunities perspective and the necessary next steps to make its implementation a reality.

 

 

 

 Tags: [Mark Gorman](https://blog.matrixformedia.com/topic/mark-gorman), [automation](https://blog.matrixformedia.com/topic/automation), [MASC](https://blog.matrixformedia.com/topic/masc), [Cynopsis](https://blog.matrixformedia.com/topic/cynopsis), [Insights](https://blog.matrixformedia.com/topic/insights), [Standard Units of Measure](https://blog.matrixformedia.com/topic/standard-units-of-measure), [Measurement & Data Virtual Conference](https://blog.matrixformedia.com/topic/measurement-data-virtual-conference)

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