JIC

2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.

AdExchanger asked a handful of agencies and advertisers to (anonymously) name which they consider to be the top TV currency contenders going into 2024.

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.

More advanced targeting on CTV requires exponentially more data than demo-based targeting, but ensuring all that data is accurate – with consistency across linear and streaming – is a big challenge.

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.

The broadcaster-backed joint industry committee grants “conditional certification” to Comscore, VideoAmp and iSpot.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tracking Shot The bad news keeps coming for YouTube. The platform has been under intense scrutiny from research firm Adalytics. Its latest report, which accuses YouTube of serving targeted ads on kid-focused content, may have also uncovered evidence that YouTube has been violating […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Split Decision The European Commission, the executive arm of the European Union, charged Google’s digital ad business with antitrust violations on Wednesday, CNBC reports. After a nearly two-year investigation, the commission found that Google’s end-to-end ad platform violates EU antitrust law. It pointed […]

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.