Home AdExchanger Talks Tackling CTV’s Measurement Mess With FuboTV

Tackling CTV’s Measurement Mess With FuboTV

SHARE:
Lynette Kaylor, SVP of North America ad sales, FuboTV

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.

Must Read

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.

Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.