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.
The broadcaster-backed joint industry committee grants “conditional certification” to Comscore, VideoAmp and iSpot.
On Wednesday, iSpot acquired 605, a TV measurement and attribution company that brings iSpot’s US household footprint to 82.7 million.
