HyphaMetrics is integrating its own data with viewing data from measurement provider Samba TV as part of a new panel offering later this year. But make no mistake: HyphaMetrics is not trying to become a currency.
On Thursday, TEGNA-owned CTV ad platform Premion announced the acquisition of Octillion Media, a DSP launched in 2019 to serve local CTV ad buyers. Premion declined to disclose the terms of the deal.
After being summarily booted from the board of LG Ads in late 2022, Alphonso’s founding team has won its lawsuit against LG Electronics.
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.
The days of direct relationships in TV ad buying aren’t over yet. CTV ad buying platform Madhive is partnering with TV identity resolution company Blockgraph for a more direct connection to media supply.
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.
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.
Ampersand has a new self-service tool within AND, its TV ad buying platform, that turns linear campaign reporting around in 24 hours so buyers can optimize campaigns quickly based on a short list of priority metrics.
FreeWheel unveiled a sell-side product called Audience Manager to help CTV programmers tie granular audience segments to their inventory at the speed of programmatic advertising.
