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.
The Media Rating Council has the same goals of promoting fair media measurement as it did when it formed in the ’60s. But it has had to polish its methodology to keep pace with change in the TV measurement space, says Ron Pinelli, the organization’s SVP of digital research and standards.
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.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Out Of Home, Out Of Mind? Data-driven out-of-home media hasn’t taken off, in part, because most buyers don’t see it as a channel for generating mass reach and conversions. But the fact that people don’t feel bombarded by ads in the world around them […]
The broadcaster-backed joint industry committee grants “conditional certification” to Comscore, VideoAmp and iSpot.
CTV advertisers are enamored of programmatic because of its digital-like ad targeting. But programmatic CTV is far from perfect and rife with fragmentation.
There isn’t going to be one single resolution to the measurement debate. The TV market will most likely end up with a hybrid model that includes everything from ACR and big data via smart TVs to, yes, much-maligned Nielsen-style panels.
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.
As broadcasters do their best razzle dazzle routines at the upfronts, streamers and MVPDs alike, including Roku and DirecTV, are busy building programmatic ad tech stacks.
