CTV measurement

Disney is celebrating the first birthday of ad-supported Disney+ with a new slate of targeting and measurement options for advertisers.

Innovid added a new machine learning feature to its measurement product that automatically optimizes CTV campaigns based on how they’re performing.

On Wednesday, iSpot acquired 605, a TV measurement and attribution company that brings iSpot’s US household footprint to 82.7 million.

CTV advertisers are enamored of programmatic because of its digital-like ad targeting. But programmatic CTV is far from perfect and rife with fragmentation.

MadHive, the CTV ad buying platform, announced a $300 million investment from Goldman Sachs. Now, the company is turning its attention to measurement and attribution companies that might make lucrative acquisition targets.

Retail media, meet streaming. Kroger Precision Marketing is sharing first-party behavioral data with Disney Advertising for targeting streaming audiences and measuring the results.

The corporate drama continues at LG Ads. Alphonso’s founders – including several who were unceremoniously booted from the company in December –  along with a group of minority shareholders are suing South Korean electronics manufacturer LG and Zenith, its US R&D subsidiary, over alleged board malfeasance. LG acquired TV data measurement provider Alphonso in January […]

Disney bumped up its annual tech and data showcase from March to January this year to show off its ad targeting and measurement chops in time for the upfronts.

Advanced TV presents a robust set of opportunities for data-driven advertising and measurement. But does that mean ATV will supplant linear in buyers’ marketing strategies? Well, it’s more complicated than that – and buyers need to understand how to successfully manage and optimize across both linear and streaming.

Dramatic shifts in consumer viewing habits during the pandemic have led, predictably, to an intense focus on the corresponding connected TV (CTV) advertising opportunity. CTV ad spend is growing leaps and bounds – and for good reason. But for continuation of that growth to be warranted, there are a number of enhancements that must be brought to bear.