NBCU’s early embrace of ad tech – led by Ryan McConville, its chief product officer and EVP of ad platforms – set the stage for a pandemic-fueled digital transformation that blurred the line between traditional TV and streaming. But that doesn’t mean linear isn’t still a top priority.
Marketers are pouring billions into CTV – but without the right tools, duplication, fragmentation and murky measurement can drain ROI.
Retail media is exploding, but there are some obstacles standing in the way of growth. The main issue is a lack of standardized measurement, which is why it’s time for retailers to work together, says Kristi Argyilan, SVP of retail media at Albertsons Companies.
This year, NBCUniversal hosted its competitors on stage at One23, the broadcaster’s annual developer conference. Why? One word: 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.
TV is not dead, nor is it dying. It is in an evolutionary state. But for CTV and linear to remain relevant and co-exist, measurement needs to evolve, just like the TV product. And we should be applying the same audience-first approach to measuring impact across linear and CTV with one, equivalized currency for both, writes Michele Madaris, media director at Boathouse.
Nielsen announced it’s selling itself to a private equity group for $16 billion. The future might be iffy for Nielsen, but it’s much more certain for the rest of the industry. Industry experts say a buyout of this size is a “boost of momentum” toward a multicurrency future that offers TV marketers the speed and transparency they’re looking for across platforms.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. How “About” That? The Office of the California Attorney General issued a potentially impactful decision this week. Heads-up, ad tech companies: Inferences made about customers or consumers can be classified as personal information, even when the constituent data pieces aren’t personal or are gathered […]
On Thursday, Comcast announced it’s licensing its first-party data to VideoAmp. New types of inventory have become more widely available, but measurement hasn’t kept up, said Claudio Marcus, VP of strategy at Comcast Advertising. But the goal is still all about optionality. In order to foster innovation, competition and choice, Comcast will be taking on other partners.
What happens when the CEOs of Nielsen, Comscore and VideoAmp walk into a bar? … is nearly a joke you could have told on Tuesday. That’s when David Kenny, Nielsen’s CEO; Bill Livek, chief exec at Comscore; and VideoAmp CEO Ross McCray took to the stage at the IAB Annual Leadership Meeting to talk measurement […]
Nielsen has always “had a challenge with counting appropriately,” says Andrea Zapata, head of research, data and insights at WarnerMedia Ad Sales. That’s why WarnerMedia is going big on alternatives: VideoAmp, iSpot and Comscore.
There are many business questions that publishers need to ask as they try to optimize viewing in an increasingly complex distribution ecosystem. Answering these questions requires transforming the metrics that owned apps and distribution partners provide into equivalized minutes and demographics, writes Joan FitzGerald, founder of Data ImpacX.
During the Summer Olympics, iSpot went for gold – and won. The alternate measurement provider bested more than 50 companies NBCUniversal was trialing as a currency alternative to Nielsen. The testing ground? NBCU’s tentpole global sports event. “NBC didn’t just invite companies to submit RFP responses,” said Sean Muller, founder and CEO of iSpot.tv. “It […]
On Wednesday, Comscore announced plans to launch Comscore Everywhere, a cross-platform measurement suite that will eventually combine TV, connected TV, video, digital and social media measurement into one deduplicated offering. Nielsen, Comscore’s longtime rival, is also working on a cross-platform measurement solution called Nielsen ONE.
Nielsen’s panel woes mean alternative measurement providers are having their moment. “We’re getting a lot of inbounds,” said Joanna Drews, CEO and co-founder of HyphaMetrics, a measurement startup that launched last year and now has a panel that’s working to scale to 5,000 homes and roughly 15,000 devices. But the recent wave of interest in […]
A single Media Rating Council audit can take thousands of man hours and cost tens of thousands of dollars depending on a vendor’s size and the complexity of its offering. It’s a long and rigorous process – which is why the MRC doesn’t take suspending or withdrawing a company’s seal of approval lightly, said George […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). With the ever-increasing availability of larger and more granular media exposure data sets, one of the primary questions in cross-platform […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Big Game Amazon CEO Andy Jessy (Jeff who?) issued a bold statement at the GeekWire Summit in Seattle this week. “In the case of games, we have a belief that that could end up being the largest category in entertainment over a long period […]
VideoAmp is getting its shot to take on Nielsen. ViacomCBS tapped the measurement company to guarantee media buys. VideoAmp will measure TV campaigns based on traditional age and gender demographics for linear TV. It will also guarantee advanced audiences. The move marks yet another shift away from the industry’s reliance on Nielsen as the dominant […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Jo Kinsella, President, TVSquared. Since the dawn of TV, Nielsen ratings have been the gold standard for marketers. They measured the percentage of a group (e.g., women aged 18-49) or households in a particular designated […]
Nielsen’s potential loss of its accreditation by the Media Rating Council as early as this week could fuel greater adoption of alternative measurement currencies that use advanced data and analytics rather than the traditional panel-based surveys the measurement giant is known for. Nielsen has long been accused of undercounting TV viewership. Recently, networks have expressed […]
Roku said Tuesday it added six new ad tech companies to its Measurement Partner Program to help retail, CPG, pharma, auto and other advertisers better measure ad campaign performance — such as mobile app downloads — as marketers shift their spending to streaming. Adjust, Affinity Solutions, Branch, IRI, Kochava, and Veeva Crossix have joined Roku’s partner program — […]
With the muted bleat of a sad trombone, Facebook Analytics will soon be no more. This week, Facebook quietly informed users of Facebook Analytics that the free tool will no longer be available as of June 30, 2021. Until then, people will still be able to access reports and insights, and they’ll be able to […]
After first teasing it in November, Nielsen released its identity resolution solution for cross-platform measurement on Thursday along with a new cookieless mechanism for measuring campaigns across platforms. The feature, called Identity Sync, serves the function of a pixel without actually being a pixel. Instead of third-party cookies or device IDs, Nielsen’s ID resolution offering […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). Smart marketers today are trying to understand the impact of their advertising across a fragmented ecosystem of platforms. In particular, we want to […]
