Measurement

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Connected TV could learn from linear’s simplicity. As CTV becomes a dominant platform, advertisers should consider the ingredients that have enabled traditional TV to thrive for as long as it has, writes Joe Hirsch, general manager of SpringServe.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. LOL Remember Comscore Rankings? Digital publishing is in a period of self-reflection. Instead of bragging about mass reach, the new norm will be looking at rational numbers to evaluate reach and readership, writes Brian Morrissey, former president and editor-in-chief of Digiday who now writes […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Roku And Nielsen, Rating In A Tree …  … M-E-A-S-U-R-I-N-G. Jokes aside, Roku has launched Nielsen Digital Ad Ratings on OneView, the rebranded dataxu DSP it acquired in 2019.  With the partnership, Roku can promise that advertisers licensing the data only pay for […]

You’ve probably heard the term “surveillance advertising” – used with increasing frequency – in reference to companies with an Orwellian agenda to keep tabs on you at all times. See the recently introduced Banning Surveillance Advertising Act. Minus the hyperbole, surveillance advertising is the practice of serving ads to individuals based on their personal information. But […]

The Privacy Sandbox is bursting with news this week. On Thursday, Google shared a slightly more concrete testing timeline for its FLEDGE and Core Attribution reporting API. Two days before, on Tuesday, Google announced the Topics API, a new proposal for post-cookie interest-based advertising that now replaces FLoC. Google, which teased earlier this week that […]

During the Summer Olympics, iSpot went for gold – and won. The alternate measurement provider bested more than 50 companies NBCUniversal was trialing as a currency alternative to Nielsen. The testing ground? NBCU’s tentpole global sports event. “NBC didn’t just invite companies to submit RFP responses,” said Sean Muller, founder and CEO of iSpot.tv. “It […]

The era of single-currency television advertising is over. With billions in advertising dollars at stake, marketers must now use multiple premium video currencies to determine the effectiveness and value of their ads, writes Kevin Krim, CEO of EDO.

Media industry influencers wrote books about the impact of reach and the importance of reach over frequency. Even today, as media agencies share strategies to combine live/linear with streaming, the discussion often centers on “incremental reach.” But here’s the thing. Just about any reach calculation you see is an illusion, writes Marilois Snowman, CEO and founder of Mediastruction.

The programmatic advertising landscape has never faced more complexity or challenges than it does today. However, at the same time, the opportunity for growth and refinement has never been greater. Here’s how marketers can take advantage of key trends shaping the space in 2022 and beyond, writes Sameer Sondhi, Co-CEO at Verve Group.

It’s time to stop talking and start doing. That’s the raison d’être, in a nutshell, behind a new community group – the Private Advertising Technology Community Group – housed within the World Wide Web Consortium.

Landing page specialist Unbounce is buying attribution and analytics software provider LeadsRx in a bid to help its SMB clients increase the quality and volume of their conversions. Terms of the deal were not disclosed.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. M&A&A&A&A Digital ad dealmaking is off to the races in 2022 like a sprinter who doesn’t realize it’s a marathon.  On Tuesday, Human (née White Ops) raised $100 million from a new co-owner investment firm, and Integral Ad Science acquired the French startup […]

On Wednesday, Comscore announced plans to launch Comscore Everywhere, a cross-platform measurement suite that will eventually combine TV, connected TV, video, digital and social media measurement into one deduplicated offering. Nielsen, Comscore’s longtime rival, is also working on a cross-platform measurement solution called Nielsen ONE.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Criss-Cross Media Measurement CTV ad dollars are expected to double by 2026, according to GroupM’s most recent industry forecast – which means ad tech firms with advanced measurement capabilities could be looking to make acquisitions this year, Business Insider reports. Measurement companies have their […]

One of the most compelling soap operas of 2021 was the TV measurement debate. As the year ends, here’s one of our best reruns: the moment Nielsen lost its MRC accreditation.

2021 was a year of reckoning for TV measurement. On AdExchanger Talks, we spoke with three of the most important names in the space about these tectonic shifts: the CEOs of Nielsen, VideoAmp and Comscore. Here are the highlights.

A growing number of companies are working to assemble all the building blocks needed for converged TV audience measurement. As solutions continue to emerge, these core building blocks will determine the effectiveness of measurement methodologies – and whether they can enable buyers and sellers to realize the full potential of converged TV, writes Jane Clarke, managing director and CEO of CIMM.

Who says television and social media don’t mix? Not Comscore, at least. The TV and digital measurement company announced on Friday that it has acquired social media-focused audience intelligence platform Shareablee for $45 million. “The reason we did the deal is that the customers in our digital business told us they want Comscore to do […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Joshua Koran, EVP of data and policy at Criteo. While it’s easy for marketers to fixate on Google’s threatened “cookiepocolypse,” being too hyper-focused on engagement tactics misses the big picture. […]

Nielsen’s recent missteps have been Comscore’s opportunity to make hay. At the height of the pandemic, Nielsen identified an unlikely trend that the amount of time American adults spent with media while stuck at home had actually declined. But Comscore’s data told quite a different story, says CEO Bill Livek on this week’s episode. When […]

The recent bonanza of mobile M&A has more to do with the maturity of the market than it does with any defensive measures related to Apple’s new privacy features, according to Paul Müller, CEO and co-founder of mobile measurement company Adjust. Müller knows a little something about M&A. He sold his company for roughly $1 […]

First-Party Time  As first-party data sets grow, marketing operations are reining in their ad costs and boosting ROI, The Wall Street Journal reports. For example, PepsiCo has amassed around 75 million user records from its consumer base. This data saves tens of millions of dollars on ad spend, according to Shyam Venugopal, the SVP of […]

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Ionut Ciobotaru, co-CEO of Verve Group. A marketer’s ability to execute and understand campaigns through an omnichannel lens is improving, even in an ever-shifting privacy landscape. That’s a good thing.  However, as barriers between channels […]

When VideoAmp CEO and Founder Ross McCray first started reaching out to investors around seven years ago about his new company, they were less than impressed. “People hated the space,” McCray says on this week’s episode of AdExchanger Talks. “I would go and pitch our solution about the future and you’d have VCs saying … […]

Nielsen took some kicks while it was down this year, delivered courtesy of rivals happy to capitalize on its MRC dis-accreditation and soured relationships with broadcasters. But big companies can take a few kicks, and still throw a few punches of their own. Nielsen is suing TVision and HyphaMetrics, two panel-based TV measurement startups, for […]

Although privacy and online advertising are often framed as mortal enemies – or at least mutually exclusive – it doesn’t have to be the case, says Lindsey Shepard, CMO of Mozilla, maker of the Firefox browser. “The advertising ecosystem online is fundamentally broken right now – I believe that,” says Shepard (although, you can call her “Shep”). […]

Nielsen’s panel woes mean alternative measurement providers are having their moment. “We’re getting a lot of inbounds,” said Joanna Drews, CEO and co-founder of HyphaMetrics, a measurement startup that launched last year and now has a panel that’s working to scale to 5,000 homes and roughly 15,000 devices. But the recent wave of interest in […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Nate Woodman, founder of independent consulting firm Proof.   AdExchanger readers should be familiar with the term “weaponized privacy.” The idea explains the primary effect of Big Tech raising the walls of their […]

A single Media Rating Council audit can take thousands of man hours and cost tens of thousands of dollars depending on a vendor’s size and the complexity of its offering. It’s a long and rigorous process – which is why the MRC doesn’t take suspending or withdrawing a company’s seal of approval lightly, said George […]