HyphaMetrics is integrating its own data with viewing data from measurement provider Samba TV as part of a new panel offering later this year. But make no mistake: HyphaMetrics is not trying to become a currency.
Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.
The ad industry’s lofty ambitions for alternative currencies has come back down to planet Earth. Alt currencies struggle to gain market share because most buyers and sellers still transact on Nielsen numbers, while audience panels are back on the measurement menu.
CES this year was a petri dish of news and gossip (and hopefully not COVID) among the CTV ad industry.
This was such a busy year in CTV land that we had to launch a dedicated newsletter just to keep up with all the trends, from measurement, currency, targeting and attribution to streaming data, identity, supply-path optimization and new ad formats – just to name a few.
The Media Rating Council has the same goals of promoting fair media measurement as it did when it formed in the ’60s. But it has had to polish its methodology to keep pace with change in the TV measurement space, says Ron Pinelli, the organization’s SVP of digital research and standards.
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.
When the MRC revoked its seal of approval for Nielsen’s TV ratings in 2021, it spurred a hunt for alternatives. Now, media and tech companies are debating whether MRC accreditation is even necessary.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Out Of Home, Out Of Mind? Data-driven out-of-home media hasn’t taken off, in part, because most buyers don’t see it as a channel for generating mass reach and conversions. But the fact that people don’t feel bombarded by ads in the world around them […]
The broadcaster-backed joint industry committee grants “conditional certification” to Comscore, VideoAmp and iSpot.
