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.
TV programmers and agencies say they’re ready to transact their ad buys using a measurement provider other than Nielsen. But panel-based currency is proving more difficult to dethrone than anticipated.
Agencies are busy gearing up to buy client campaigns on alt currency this upfront season. But the transition to alt currency is a work in progress, and the industry isn’t dumping Nielsen entirely.
This year, TV upfront spend will likely be softer, and buyers will be slower to make long-term commitments. Consider it a plateau.
Nielsen is reverting back to its panel-based C3 and C7 ratings that track average commercial time over three or seven days. The currency switch-up just weeks ahead of the upfronts has only added to the industry’s mounting frustrations with Nielsen.
The JIC is looking to set the record straight on not just its requirements for currency, but also that it believes those requirements are sufficient even without requiring MRC accreditation.
Just days after Nielsen won back accreditation for its panel-based national ratings, it stuck its nose in the air and declared its disapproval of the joint industry committee’s new video currency standards, which favor big data over panels.
“Measurement” and “currency” are often conflated in TV land, but they’re not the same. They have different standards and use cases – and these contrasts matter as the industry looks for a better way to transact TV ads.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Currency Contest Can the TV industry’s currency debate get any hotter? (For something so in the weeds, that is.) Guess so. Nielsen has formally repudiated the broadcaster-backed joint industry committee’s (JIC) video standards agreement. In a letter to OpenAP, the data vendor behind […]
The MRC reinstating its accreditation of Nielsen’s national ratings might improve the measurement giant’s standing in the TV currency race.
