Multiple factors such as buy-side practices, the CTV industry structure and shortcomings in ad tech contribute to CTV’s ad frequency problem. Yet there are several ways to overcome these limitations.
For marketers, the ease of using a single buying metric – The Gross Rating Point (GRP) – across traditional and digital channels remains attractive, but whether it can be effectively extended to digital remains to be seen as this survey of industry executives indicated last year on AdExchanger. Last week, comScore stirred the GRP pot […]
Ari Paparo, EVP, Product Leadership at Nielsen, a media research and measurement firm, recently discussed with AdExchanger.com his new role, Nielsen’s initiatives in the digital space and his experience as an advertising product leader at Google. AdExchanger.com: Tell us about your new role and its responsibilities. AP: I’m in charge of online audience measurement and […]
