CTV measurement is a total mess: Agree or disagree?
“It’s a mess,” says Lynette Kaylor, SVP of North America ad sales at sports-focused streaming platform FuboTV, on this week’s episode of AdExchanger Talks.
And it’s a hard issue to fix because there is no single reason CTV measurement still leaves so much to be desired. It’s a potpourri of problems that starts all the way at campaign activation.
“Everyone’s using different targeting data – there’s no one source of truth,” Kaylor says. “And then, on the backend, CTV isn’t like linear, but in a lot of cases, there is a [desire] to use the same type of measuring techniques that have been used for decades.”
As in, traditional audience panels that don’t properly value streaming audiences because they’re not made to measure on-demand viewing.
FuboTV, for example, has 1.3 million subscribers. It’s not an enormous audience, and trying to measure it using a panel of 100,000 households – well, “What’s the likelihood of there being a big overlap?” Kaylor says.
“That’s statistically irrelevant,” she argues. “If, you know, there are only five households that show up and three of them happen to be on vacation, then what happens?”
Also in this episode: An update on FuboTV’s integration with Unified ID 2.0, the prognosis for linear TV as streamers like Amazon snap up sports rights, monetizing original content, spurring FuboTV’s ad sales growth and playing elite-level cornhole. (Kaylor and her husband haven’t lost a single cornhole match in more than a decade.)
For more articles featuring Lynette Kaylor, click here.
