TV

TV industry vets convened at the National Association of Broadcasters (NAB) show in New York City last week to discuss the streaming industry’s maturation.

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 US ad market will be boring next year. In a good way. Brian Wieser predicts stabilization in 2024. But if you double-click on his numbers, there are several interesting – and somewhat disturbing – trends to note.

Integral Ad Science added a new capability to measure brand safety and suitability for off-YouTube sites and apps through YouTube’s ad network.

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.

Charter’s full linear footprint is going programmatic, the result of a partnership between Spectrum Reach, the ad sales division of Charter, and supply-side platform Beachfront.

Dish is making its linear TV inventory addressable. Advertisers will be able to buy addressable TV programmatically on Dish alongside buys on Sling TV, Dish’s streaming service.

Programmers that held upfronts came bearing gifts for advertisers, most of which were packaged as improvements to ad targeting and/or buying.

Startup Telly announced it’s giving away 500,000 smart TVs completely for free to the first 500,000 folks who sign up on its website. Signups for the TVs include an agreement that customer data can be used for targeted advertising.

AppLovin has added CTV supply from streaming video distribution platform Wurl, which it acquired last March, to its mobile user acquisition platform, AppDiscovery. AppLovin’s marketer clients can now buy CTV inventory on a cost-per-install basis.