CES is a popular destination for streaming TV publishers and video currency vendors to jumpstart the year’s dealmaking and, to some degree, prepare for the upfronts. Upfront planning seems to start earlier every year.
Ever since Nielsen was dinged for undercounting TV viewers during the pandemic, its competitors have been fighting to convince buyers and sellers alike to adopt them as alternatives. And yet, some industry insiders argue that alt currencies weren’t ever meant to supplant Nielsen.
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.
Alternative TV currencies are ready for prime time from a technology standpoint. But media buyers aren’t quite there yet when it comes to adoption, says Josh Chasin, VideoAmp’s former chief measurability officer.
TV buyers predict that streaming publishers will heed their demands for greater flexibility, more programmatic execution and improved measurement during this year’s upfront season.
Now that alternative TV currencies have passed the initial sniff tests, how should buyers and sellers compare their viewership numbers? The leaders of Nielsen, Comscore, iSpot and VideoAmp gathered onstage during the Coalition of Innovative Media Measurement summit in New York City to answer that question.
The MRC and the broadcaster-backed joint industry committee released a joint statement to clarify the difference between them, which has been a charged topic ever since the JIC formed last year.
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.
Paramount and Omnicom Media Group unveil a pilot test transacting on VideoAmp using the data activation platform Mediaocean to automate linear TV buys based on something other than traditional demos.
