CIMM

Let’s close out the year with a roundup of the most impactful CTV stories of the year, from Netflix’s ad surge to Nielsen’s measurement missteps.

New APIs from Roku, Comcast and The Trade Desk are reshaping digital advertising, from self-serve campaign management to cross-platform measurement. But when it comes to identity and targeting, a new study finds that IP address matching is missing the mark.

According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)

What will the ad tech industry look like five years from now? The audience at CIMM’s Summit earlier this week weighed in with their predictions.

A lot of F-bombs got dropped on stage at the Coalition for Innovative Media Measurement’s (CIMM) summit in New York City earlier this week. And no, probably not the F-bomb you’re thinking of.

TV measurement is migrating from traditional sample-based systems to solutions built on big data. In other words, measuring TV audiences is becoming an incredibly complicated task, and almost no one knows that better than members of the Coalition for Innovative Media Measurement (CIMM).

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.

As Nike’s new CEO prepares to take over, the shoe brand is walking back on some of its direct-to-consumer plans. Plus: YouTube Shorts ups maximum video length to three minutes.

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.

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.