TV attribution

Television commerce, or T-commerce, is similar to shoppable TV: both refer to buying something you see on television. But shoppable TV is far more nascent – and also has different implications on attribution.

Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.

2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.

On Wednesday, iSpot acquired 605, a TV measurement and attribution company that brings iSpot’s US household footprint to 82.7 million.

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.

MadHive, the CTV ad buying platform, announced a $300 million investment from Goldman Sachs. Now, the company is turning its attention to measurement and attribution companies that might make lucrative acquisition targets.

Lots of people are talking about addressable TV. “Data-driven linear,” though? Not so much. But despite the fact that data-driven linear (DDL) doesn’t get as much attention as its somewhat sexier addressable cousin, it’s becoming an increasingly popular choice for linear advertisers attempting to make more informed media buys.

Programmatic buying is a mainstay of digital advertising, but its role in the TV ecosystem is relatively new – and very different. To make programmatic work for TV, digital-native marketers will need a much broader media strategy, said Nicole Whitesel, EVP of advanced TV and Publicis Media, who will be speaking at Programmatic I/O, taking place in Las Vegas from May 23-25.

This year’s Upfronts need to continue the conversation about measurement that includes outcome-based guarantees in a linear and, eventually, convergent TV world. Otherwise, the TV industry risks falling further and further behind digital capabilities, writes Spencer Lambert, manager of product and partnership success at datafuelX.

Like most DTC companies, smart ring startup Oura spends a lot of money on paid social, but it’s also been boosting its organic marketing efforts and experimenting with search and linear television. Last year, Oura started working with Rockerbox to validate its investment choices.