Measurement

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

Nielsen has received accreditation from the MRC for a product that integrates a broadcaster or media company’s first-party streaming data into Nielsen’s TV panel ratings.  Plus, Google launches a curation service that bundles ad inventory within its own Google Ad Manager.

On Thursday, TV measurement company Samba TV announced its acquisition of audience data and contextual targeting solution Semasio.

Here’s an uncomfortable question for any data-driven advertiser: Is there a good way to measure and attribute marketing campaigns?

NCIS: Ad Tech takes off as Washington zeroes in on Adalytics reports; Kroger says attention has yet to prove correlation to performance; and inside California’s backroom deal with Google to fund journalism and AI.

Despite their dependence on Nielsen, programmers love complaining about the TV ratings titan. But Paramount Global recently went beyond griping when it announced its contract with Nielsen had lapsed.

Blockgraph is officially hopping on the self-service CTV platform bandwagon. On Thursday, the TV identity resolution company announced a new self-serve product, aptly called Blockgraph OnDemand.

By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.

Lyft’s media network has grown a lot in two years. On Tuesday, the rideshare company announced a new slew of partnerships to boost its measurement capabilities for ads across its network.

Paramount is the latest entertainment studio headed for a showdown with Nielsen. Plus, Forbes seems to have been rebuked by Google Search.

Winners and losers are emerging from the streaming melee. (Or at least the winenrs are.) Plus, CNN will begin testing metered content.

Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.

Chrome Privacy Sandbox adds support for deal IDs and extends Protected Audiences’ lifespan to 90 days; Google’s ad tech antitrust trial could open YouTube to DSPs other than DV360; and former Kubient CEO charged in accounting fraud scheme.

Albert Thompson, a buy-side veteran with 20+ years of experience, weighs in on attention metrics, the value of MFA sites, brand safety backlash and how publishers can improve their inventory.

If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.

Inside a cloaking scam that funneled ad spend to piracy websites. Then: your AI agency assistant is here, and it’s ready to build your media plan.

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.

On Monday, FreeWheel announced the integration of Proximic by Comscore’s contextual audience data directly into its ad management platform.

Adelaide used this latest cash injection to boost its valuation to $60 million ahead of an all-stock acquisition of Rita, an Amsterdam-based data marketplace with a focus on the EU.

Instead of erasing the idea of brand safety, we should be developing smarter, more nuanced solutions that protect both news publishers and advertisers.

The broadcaster-backed joint industry committee certified iSpot as a national currency. The JIC already certified Nielsen’s other competitors – VideoAmp and ComScore – in April.

With an approved list of sites and contextually segmented content, publishers don’t risk getting caught up in automated keyword blocklists, which consistently demonetize the news.

Many brand operators feel like they need good general guidelines for attribution. Plus, what’s stepping retail media standardization?

Ad tech faces a GDPR compliance paradox. Plus, TikTok will make it harder to target teenagers and plans to give users more control.

Since removing IDFA on iOS, Apple has made it clear that probabilistic or fingerprint attribution is not allowed. Any method that lets an advertiser link users between apps is forbidden.

In advertising, there are many small changes that can be transformative when it comes to improving environmental sustainability. And they don’t require massive shifts or huge investments – just a willingness to try something new. 

Yahoo may have earned itself a stay of execution with The Trade Desk. Plus, TV buyers are clinging to Nielsen for yet another upfront season.

It’s never been more complicated to buy TV ads than it is today. As a result, TV advertisers are rethinking how they want to use programmatic platforms.

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

If the nonstop news coming out of Cannes Lions in France this week is making your head spin, this week’s newsletter dispatch will catch you up on how CTV is factoring into this year’s festival.