Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.
CTV advertising is evolving from prepubescent into a profitable industry, so expect the nascent trends of last year – namely, a focus on measurement and data, transparency, targeting and programmatic – to shape CTV’s next phase of life.
TV ad measurement is still a mess of data fragmentation and marketer frustration, but identity can help bring some order to the chaos.
The TV industry still can’t agree on the point of panels. They’re a necessary resource for measurement, but there’s no consensus about how to actually build or use them.
Nielsen finalizes its plan to add big data to its measurement currency offering for national TV. Here’s what it means for advertisers.
Smart TV manufacturers held NewFronts presentations where they bragged about their automatic content recognition (ACR) data, which the industry has been putting on a pedestal because it can add a level of consistency to TV measurement.
After a 19-month suspension, MRC’s decision this week to reinstate Nielsen’s national TV audience-measurement service couldn’t have come at a better time. However, it’s important to note, that accreditation only applies to national TV services and there are still several other Nielsen products without accreditation.
Disintermediation is in the air. If The Trade Desk’s OpenPath cuts out SSPs (while claiming not to), Magnite’s ClearLine cuts out DSPs (while claiming not to).
Mobile ad server PadSquad acquired a video ad builder, an ad server and content recognition technology to make a break into streaming video.
This year, Nielsen plans to start filtering big data into its TV currency – including ACR.
