Key leaders in the media industry gathered Monday at the NAB conference in Las Vegas to discuss the impact of direct-to-consumer marketing on content and audience engagement.

“I would bucket what we’re looking at at NAB, would be news gathering tools for CBS News, distribution and end monetization,” Christy Tanner, EVP of CBA News Digital, said at the panel co-presented by Accenture. “There’s a third part — a fourth part — that is a real challenge for us in the streaming space, which is the lack of third party measurement. If there’s one area that I would love to see a demonstration, or somebody offer a solution for, it’s third-party measurement of the OTT space.”

Iván Markman, chief business officer for Verizon, explained to Variety’s Andrew Wallenstein how Verizon handles ad services that may not be able to deliver on everything they promise.

“Our digital media services power a lot of the mainstream broadcast companies in terms of live-streaming and on the other side, we’ve had substantial digital media inventory,” he said. “Think of it as one side being the traditioanl digital side and on the other side, more of the TV side, converging. And seeing some of those transformations. So I think for us, somewhat connecting the dots. Brand safety matters. Premium content is an element of that brand safety. Second element is diversity of data, help marketers connect with audiences in their own language, and the third one, which is, how do we make that easy? Easy to buy, easy to operate.”

Watch the full panel above.