More advanced targeting on CTV requires exponentially more data than demo-based targeting, but ensuring all that data is accurate – with consistency across linear and streaming – is a big challenge.
Netflix’s ad-supported tier is finally gaining some traction, in part because of anti-account sharing tactics. Now, the streaming giant needs to focus on the features that advertisers are demanding.
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.
Innovid added a new machine learning feature to its measurement product that automatically optimizes CTV campaigns based on how they’re performing.
MAGNA and Roku released a joint study to give buyers some advice about how to approach frequency capping in streaming – including when to dial it down and when to turn it up.
On Wednesday, iSpot acquired 605, a TV measurement and attribution company that brings iSpot’s US household footprint to 82.7 million.
CTV advertisers are enamored of programmatic because of its digital-like ad targeting. But programmatic CTV is far from perfect and rife with fragmentation.
State privacy laws could make it a lot harder for advertisers to use IP addresses – a foundational signal for CTV ad targeting and attribution for well over a decade.
