Measurement

The initiative will kick off this month, and the IAB and MRC expect to have draft accreditation guidelines open for public comment by Q1 2025.

HyphaMetrics Co-Founder President Joanna Drews is resuming the role of CEO after Chris Wilson stepped down late last week.

Streaming platforms won’t stop pumping out new shoppable ad formats and inking new partnerships with outcomes-based measurement providers. But it’s risky to hyperfocus on sales and purchases at the expense of brand advertising.

The 4A’s measurement committee, a working group for marketers and media buyers to discuss their opinions and concerns about video ad measurement, has some thoughts on the status of alternative TV currencies.

Netflix grew its overall revenue by 15% year over year, largely driven by account growth, thanks to anti-password sharing tactics. It also unveiled new ad measurement options for advertisers.

Moonbug Entertainment, a content studio whose portfolio includes kid favorites such as CoComelon and Blippi, is trying to bring some form of ad measurement to children’s content through a new partnership with iSpot.

Tracking is a mess. Attribution is broken beyond repair. IP address identity data may go the way of the dodo. Which means marketing mix modeling is back, baby!

INCRMNTAL’s new platform uses causal AI models to measure and help marketers understand the relationship between cause and effect.

The broadcaster-backed joint industry committee announced it will certify Comscore and VideoAmp as national TV currencies ahead of May’s upfront negotiations.

Nielsen held a press briefing to reassert itself as the go-to TV measurement and currency company ahead of upfront negotiations. To back up its assertion, it shared a status update on its currency offerings and a comparison to its competitors.

The MRC and the broadcaster-backed joint industry committee released a joint statement to clarify the difference between them, which has been a charged topic ever since the JIC formed last year.

If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel MMM.

Comscore announced that it secured Media Rating Council accreditation for both national and local TV ratings – just in time for this year’s upfront negotiations.

Coming off of a strong 2023, DoubleVerify is betting that its products for social media will fuel its revenue growth for years to come.

Misinformation, MFA sites, third-party cookie deprecation – no wonder advertisers are stressed. And as its 2023 results show, IAS reaps the benefits, with brands seeking brand safety and suitability and contextual advertising solutions.

The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.

HyphaMetrics is integrating its own data with viewing data from measurement provider Samba TV as part of a new panel offering later this year. But make no mistake: HyphaMetrics is not trying to become a currency.

The ad industry’s lofty ambitions for alternative currencies has come back down to planet Earth. Alt currencies struggle to gain market share because most buyers and sellers still transact on Nielsen numbers, while audience panels are back on the measurement menu.

VideoAmp may have established itself as one of the top alternative currency contenders in 2023, but the pressure to win market share is causing cracks in its shiny facade.

Ad planning and activation platform FullThrottle unveiled a new product called SafeMatch to make it easier for advertisers to connect outcomes to streaming TV ads.

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.

AdExchanger asked a handful of agencies and advertisers to (anonymously) name which they consider to be the top TV currency contenders going into 2024.

TV programmers and agencies say they’re ready to transact their ad buys using a measurement provider other than Nielsen. But panel-based currency is proving more difficult to dethrone than anticipated.

The Media Rating Council has the same goals of promoting fair media measurement as it did when it formed in the ’60s. But it has had to polish its methodology to keep pace with change in the TV measurement space, says Ron Pinelli, the organization’s SVP of digital research and standards.

During a quarter when many companies are playing Pin the Blame on the Macroenvironment, DoubleVerify’s Q3 revenue rose 28% to $144 million YOY.

Integral Ad Science (IAS) had a healthy Q3, with revenues increasing 19% YOY to $120.3 million. And shares jumped by about 5% after earnings.

Nielsen told its clients on Thursday that it will not, in fact, be sunsetting its average commercial minute (C3 and C7) ratings by September of next year as planned.

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.

Although precisely measuring Hispanic audiences is in the best interest of marketers, there are many ways that measurement can get messy, from the data sources used to quantify who is Hispanic to the shortcomings of measurement technology itself.