From a data-fueled TV upfronts to recent changes in streaming pricing, ad load and bundles, the TV industry is making progress under pressure. Plus: Google’s third-party cookieless plan and new AI features.
Streaming is arguably the TV industry’s most powerful growth engine, but it’s still far from a mature business. Which is why programmers took ad tech off the backburner during their upfront presentations this year.
This year, TV upfront spend will likely be softer, and buyers will be slower to make long-term commitments. Consider it a plateau.
“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.
Netflix flubbed its second-ever livestream, and blames it on a bug. But the fail raises a critical question about where Netflix belongs in the streaming wars.
The MRC reinstating its accreditation of Nielsen’s national ratings might improve the measurement giant’s standing in the TV currency race.
Comcast-owned ad buying platform AudienceXpress upgraded its targeting chops, including more data for audience segmentation and new conquesting capabilities.
The TV industry is on the path toward better measurement – but buyers are still lacking basic standards. The industry needs to get its act together if it plans to transact on new video currencies at the upfronts this year, says Kelly Metz, managing director of advanced TV activation at Omnicom Media Group.
Warner Bros. Discovery decides to transact media with VideoAmp and Comscore currencies during its upfront this year.
It ain’t easy being a broadcaster these days. Or a TV tech company. TV budgets are getting cut, the streaming wars are raging, and the axe of supply-path optimization is hovering.
