Home Digital TV and Video At NewFronts, Time Inc. And Others Embrace TV-Equivalent Measurement
Digital TV and Video

At NewFronts, Time Inc. And Others Embrace TV-Equivalent Measurement

By Beth Goodbaum

SHARE:

time-inc-newfrontAt its NewFront event last week, Time Inc. unveiled partnerships with Nielsen and comScore’s cross-platform measurement solutions to simplify the digital ad-buying process. TV-online audience research has become something of a theme at the NewFronts, with AOL and Yahoo unveiling similar plans.

Time Inc., a division of Time Warner that will be spun off this quarter, will support both Nielsen’s Online Campaign Ratings (OCR) product and comScore’s validated Campaign Essentials (vCE) solution as it expands its video content offerings­­­­­­. Its programming slate ranges from live-streamed conversations with business visionaries in its series “The Chat” to a celebrity-driven video series that highlights charitable giving, called, “I (Heart) My Closet.”

On Nielsen and comScore, J.R. McCabe, Time Inc.’s SVP of video, said, “We’re committed to putting these products to use when possible across video buys to help provide accountability for delivery.”

Nielsen, the standard in TV measurement, brought the concept of gross ratings points to online media in 2011. Those early efforts now appear to be paying off with a variety of publishers integrating its TV-online buying standard. AOL will support Nielsen’s GRP in 16 original series, essentially an extension of Nielsen Digital Program ratings, as AdExchanger previously reported. Google’s YouTube and Amazon have also integrated with OCR in recent months.

ComScore has traction too. Time Inc., Yahoo, and others are incorporating vCE into ad serving and reporting for their new shows.

Yahoo’s video menu includes streaming concerts via Live Nation and a travel-themed “digital magazine.” Starting this summer advertisers can use vCE to access real-time audience metrics on multiple platforms.

“There is a growing need for marketers to easily plan, buy and measure across screens and ad formats,” said Ned Brody, head of the Americas of Yahoo, in a statement.

Must Read

Platforms

Critics Say The Trade Desk Is Forcing Kokai Adoption, But Apparently It’s Up To Agencies

Is TTD forcing agencies to adopt the new Kokai interface despite claims they can still use the interface of their choice? Here’s what we were able to find out.

Commerce

Why Big Brand Price Increases Will Flatten Ad Budgets

Product prices and marketing budgets are flip sides of the same coin. But the phase-in effects of tariffs, combined with vicissitudes of global weather and commodity production, challenge that truism.

Publishers

The IAB Tech Lab Isn’t Pulling Any Punches In The Fight Against AI Scraping

IAB Tech Lab CEO Anthony Katsur didn’t mince his words when declaring unauthorized generative AI scraping of publisher content “theft, full stop.”

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Gamechanger (Google lost the DOJ's search antitrust case)
Google ad tech antitrust trial

Here’s Who’s Testifying During The Remedy Phase Of Google’s Ad Tech Antitrust Trial

Last week, the DOJ and Google filed their respective witness lists and the exhibit lists for the remedy phase of the ad tech antitrust trial. Lots of familiar faces!

Agencies

MX8 Labs Launches With A Plan To Speed Up The Survey-Based Research Biz

What’s the point of a market research survey that could take weeks, when consumer sentiment is rollercoasting up and down every day? That’s the problem MX8 Labs aims to tackle.

Q2 earnings

Investors Sour On Programmatic After The Trade Desk Fumbles A Question About Amazon

When The Trade Desk sneezes, ad tech catches a cold.

Popular

  1. Platforms

    Critics Say The Trade Desk Is Forcing Kokai Adoption, But Apparently It’s Up To Agencies

    Is TTD forcing agencies to adopt the new Kokai interface despite claims they can still use the interface of their choice? Here’s what we were able to find out.

  2. CTV Roundup

    How Wildgrain Developed The Right Recipe For CTV Advertising

    CTV advertising platforms often try to sell small businesses on how closely the channel resembles the digital marketing avenues they’re used to working with, like paid social. For Wildgrain, a DTC subscription service for artisan breads and other grain-based foods, this argument proved to be very compelling.

  3. PODCAST: The Big Story

    Remedying A Monopolistic Ad Server

    We’ve got the witness list for the remedy phase of the Google antitrust trial, which starts in September. How might Google be forced to change its ad server and exchange to make this corner of the ad tech market competitive again?

  4. Comic: Revenue "Sharing" (starring Marck Zuckerberg and Sundar Pichai)
    Daily News Roundup

    Publisher Payment Plans; The Details Of Retail Data Deals

    Meta’s AI vibes have been very different lately; times are tough for The Trade Desk; and fingerprinting has a bad reputation.

  5. Comic: Gamechanger (Google lost the DOJ's search antitrust case)
    Google ad tech antitrust trial

    Here’s Who’s Testifying During The Remedy Phase Of Google’s Ad Tech Antitrust Trial

    Last week, the DOJ and Google filed their respective witness lists and the exhibit lists for the remedy phase of the ad tech antitrust trial. Lots of familiar faces!