TV measurement

First, get our boots-on-the-ground CES rundown on all things TV. Then: a roundup of Big Tech’s antitrust troubles in 2023.

TV industry execs talked clean rooms at CES – including their ironic lack of interoperability. Advertisers will need more than just clean rooms to solve for measurement.

National broadcasters, including Warner Bros. Discovery, Fox and NBCU, are forming a joint industry committee to create a standard for multiple cross-platform video currencies in time for the 2024 upfronts. Notably absent from that initial list: Nielsen.

Phase one of Nielsen ONE is finally complete. ONE Ads, the first module of Nielsen’s cross-screen measurement platform Nielsen ONE, will be available starting January 11.

In 2022, Nielsen was no longer king, alternate currencies stole the show and a new type of panel emerged. Could 2023 be the year that measurement finally matures?

It’s almost impossible for advertisers to know who’s really sitting in front of a TV screen, and they typically aren’t told what content their ads are running against, either. TV measurement companies are turning back to panels for help. Panel-based measurement provider TVision announced a $16 million venture round led by alternative TV measurement provider iSpot.

Like it did for the web, programmatic is transforming linear TV ad buying. But TV calls for a more nuanced approach. The programmatic technology that automates ad serving on TV will have to be different from the rest of the digital ad ecosystem, said Pooja Midha, EVP of Effectv, the ad sales division of Comcast Cable.

The growth of streaming has pushed TV into the realm of digital media, enabling data-driven, audience-based advertising and near-real-time impression-level decisioning. This new era of TV advertising requires a new era of measurement that delivers the granularity and speed advertisers need to maximize campaign performance.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The New Apple October 25 quietly marks a big step for Apple’s ambition to become one of the world’s largest advertising companies.  Starting today, developers can promote themselves directly in the “Today” section of the App Store, MacRumors reports. The “Today” section is a […]

To plan, target and measure media buys on TV, advertisers need to resolve identity at the household level, which calls for full media transparency, said Kelly Metz, managing director of linear and advanced TV activation at Omnicom Media Group. Kelly Metz will be speaking about the future of TV measurement at AdExchanger’s Programmatic I/O conference on October 17-18 in New York City. Click here to register.