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.
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.
This year, Nielsen plans to start filtering big data into its TV currency – including ACR.
The more the TV industry rallies around new video currencies, the more programmers and advertisers are zooming in on ACR as a must-have data set for measurement and targeting. But how does ACR work? And is it really privacy-safe?
Vizio reported flat revenue growth for Q4. And it’s banking on its ads business – and the viewing data behind it – to help turn things around.
Privacy and measurement were overarching themes of CES. Not to say that the two don’t overlap.
At CES in Las Vegas, Kristina Shepard, head of US brand sales at Roku, tells AdExchanger why the company decided to start manufacturing its own line of smart TVs.
Advertisers are demanding transparency – and their calls are becoming louder and more urgent. But programmers claim their hands are tied over a video-rental-era law from 1988.
