CTV

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.

TV ad measurement is still a mess of data fragmentation and marketer frustration, but identity can help bring some order to the chaos.

Intent IQ, Strategus and PubMatic are partnering to help advertisers retarget iOS device owners after they’ve seen an ad on a smart TV because, while mobile retargeting is an integral ingredient to the CTV performance formula, signal loss makes it hard to get right.

Broadcasters and brands love the idea of applying digital targeting to CTV ad campaigns. But there are still roadblocks stopping CTV advertisers from fully embracing programmatic, including price and transparency (or the lack thereof).

23andMe’s holiday campaign is its first real foray into CTV, which the company plans to make a key channel in its post-cookie marketing mix.

Roku announced a new partnership with Unity to help gaming and mobile app developers add CTV to their user acquisition campaigns by giving them performance marketing attribution for streaming.

YouTube is making a behind-the-scenes effort to allow more advertisers to buy ads on YouTube Shorts – and only on Shorts.

On Thursday, OpenX announced a twofold initiative called TV+, which reserves the CTV label for what the company deems premium inventory while booting resellers from the supply pool.