measurement currency

TV measurement providers in the streaming era have quite a lot of boxes to check. But according to Samba TV, all is naught without incremental reach. Marketers are missing out because the current CPM model “doesn’t deduplicate across screens,” said Samba TV’s CEO, Ashwin Navin.

Can you make a sale off an ad that no one’s seeing? Not without a side of telepathy. According to a paper published in the academic journal Marketing Science last week, 30% of TV ads play to empty rooms. While the TV industry’s trust in Nielsen as a measurement system is at a low right […]