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Andy Fisher

Global Head of M1 Advanced TV,
Andy Fisher

As chief analytics officer at Merkle, Andy's primary responsibility is driving Merkle analytics innovation, especially in digital, social and media analytics areas. Prior to joining Merkle, Andy was the EVP, Global Data & Analytics Director at Starcom MediaVest Group where he led the SMG global analytics practice. In this role he built and managed a team of 150 analytics professionals across 17 countries servicing many of the world’s largest advertisers. Prior to that role, Andy was Vice President and National Lead, Analytics at Razorfish, where he led the digital analytics practice and managed a team of modeling, media data, survey and business intelligence experts. He and his team were responsible for some of the first innovations in multi-touchpoint attribution and joining online/offline data for many of the Fortune 100. Andy has also help leadership positions at Personify and IRI. Andy is an avid traveler having visited more than 100 countries. He also follows the chess world and is the former US high school chess champion. Andy holds a BA in mathematics from UC Berkeley and an MA in statistics from Stanford.

Andy's Articles, Blog Posts, Webinars and More

People Based Marketing With M1 Advanced TV

TV is no longer just about broad reach and panels. Learn about the evolving opportunity marketers have to achieve person-level advertising through Addressable TV and OTT.  Understand how to use first-party data and M1 within this channel for direct response and branding campaigns, and become familiar with the measurement and optimization strategies that accompany the video advertising format. 

How Addressable Video Content Delivery Will Change the Game for M&E Advertisers

How Addressable Video Content Delivery Will Change the Game for M&E Advertisers

As consumer’s choice in how they engage with entertainment content rapidly changes over the next five years, people based commercial video delivery will be the next frontier for more traditional advertisers. Will they be ready to cross the line into one to one addressable commercial delivery? Are they already there?

Articles We suggest...

The Struggle is Real-Time for TV Networks

TV Networks have been at a marketing disadvantage for decades compared to other industries. The digital world has brought about the ability for brands in retail, financial services, healthcare, and others to reach and advertise to consumers in a measurable manner.
Blog We suggest...

Targeting and ROI

This is part two of a three-part series where I sit down with Bill Harvey, cofounder of TiVo Research (formerly TRA), to discuss the state of the evolving television industry. In this video, we discuss targeting and ROI.
Blog We suggest...

Addressable TV Today and Tomorrow

Networks like NBC, CBS, or ABC sell their content to cable companies. Those cable companies then deliver that content to households via cable subscription fees. When networks sell their content, they typically include two minutes per hour of blank space within the content, or four 30-second ad spots.
Blog We suggest...

Bold Predictions for the Future of Television

We’re going to make three bold predictions about the future of television. These aren’t going to be obvious — we’re going big. I interviewed Chris Wilson, President of National Television at Rentrak, to get his prognostications. Here's what Chris had to say.
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Addressable TV

As video on demand continues to grow, addressable TV and dynamic ad insertion is where we will see the two biggest growth areas in television. Learn more in the second part of our video interview series with Chris Wilson, President of National Television at Rentrak.
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Big Data: A New Journey for TV Networks

One thing is for sure: the TV network industry has seen drastic changes over the past several years. Viewers now watch content on multiple devices and platforms, ranging from network programming on cable TV to on-demand streaming on a tablet.