IAB Tech lab advanced TV

TV ad measurement is still a mess of data fragmentation and marketer frustration, but identity can help bring some order to the chaos.

CTV advertisers still don’t know much about what content they’re running against, other than the fact it’s on the big screen. And they’ve had enough of it already. Buyers’ lack of visibility into which network, program or distribution channel their ads are served is almost enough to wish for the good old days of program guides.