MRC

Industry experts weigh in on Forbes’s MFA subdomain and why ad verification tools still regularly fail to flag some instances of alleged SIVT.

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.

Inside the Nubai Ventures lawsuit against Outbrain over alleged bot traffic. Plus: The broadcaster-backed Joint Industry Committee and the Media Rating Council clarify their complementary roles.

In today’s newsletter: Criteo gets MRC accredited for display impressions and click metrics; Google Analytics and Google Ads now use the same definition for “conversions”; and how marketing mutated the beverage aisle.

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.

In today’s newsletter: Performance Max has many imitators, but Google’s still ahead of the pack; France’s competition authority fines Google for using news content to train its Bard AI model without their knowledge of consent; and Apollo Global Management offers to acquire Paramount Global for $11 billion.

Comscore announced that it secured Media Rating Council accreditation for both national and local TV ratings – just in time for this year’s upfront negotiations.

As bold and ambitious as Privacy Sandbox is, it’s rolling out with a lot of confusion and ambiguity. And there’s plenty about the new paradigm that we don’t currently understand.

In today’s newsletter: Buyers are relatively blasé about made-for-advertising sites; Meta is riding high, having fully adapted to ATT, while Google’s search dominance is under threat; and Publicis Groupe reports strong growth.

Given the deprecation of third-party cookies and the reemergence of contextual targeting, 2024 could be a big year for in-game ads – so long as game publishers position themselves as a source of premium inventory.

2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.

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.

The Media Rating Council has the same goals of promoting fair media measurement as it did when it formed in the ’60s. But it has had to polish its methodology to keep pace with change in the TV measurement space, says Ron Pinelli, the organization’s SVP of digital research and standards.

The TV industry still can’t agree on the point of panels. They’re a necessary resource for measurement, but there’s no consensus about how to actually build or use them.

When the MRC revoked its seal of approval for Nielsen’s TV ratings in 2021, it spurred a hunt for alternatives. Now, media and tech companies are debating whether MRC accreditation is even necessary.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Leave Those Kids Alone Adalytics is taking a second swing at Google. On Thursday, it released its second report about YouTube this summer, this one alleging that the tech giant is targeting ads to content made for kids. Adalytics claims that the installation […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Trading Up “Investors had gotten away from an industry they used to love, but the fundamentals are still there when you consider what percent of global ad spend is bought programmatically today versus what will be programmatic five or 10 years from now.”  […]

Albertsons Media Collective, the retail media network (RMN) operated by food and drug retailer Albertsons, released a working draft of a retail media standardization framework on Thursday.

The JIC is looking to set the record straight on not just its requirements for currency, but also that it believes those requirements are sufficient even without requiring MRC accreditation.

“Measurement” and “currency” are often conflated in TV land, but they’re not the same. They have different standards and use cases – and these contrasts matter as the industry looks for a better way to transact TV ads.

After a 19-month suspension, MRC’s decision this week to reinstate Nielsen’s national TV audience-measurement service couldn’t have come at a better time. However, it’s important to note, that accreditation only applies to national TV services and there are still several other Nielsen products without accreditation.

Nielsen has re-earned its accreditation from the Media Rating Council for national TV ratings. But will Nielsen be able to regain the industry’s trust before it’s too late?

Before DOOH can court bigger ad budgets, it must adapt the automated tools marketers use for measuring and buying against performance to a media channel that straddles the online and offline worlds.

Publishers are fed up with brand safety and verification vendors using crawlers to scrape their sites for contextual signals, then using those signals to sell contextual ad products.

Now that YouTube is barreling into the CTV space, legacy programmers are putting their collective foot down about what counts as premium content.

Now that short-form video giant YouTube is entering the TV measurement debacle, fresh debate is afoot.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Bog Standard TV broadcasters still dispute the basics of how to count an ad impression. This week, a broadcaster-backed joint industry committee published a first pass at standards for video currency providers. Paramount, which is part of the JIC, released a template of […]

DoubleVerify reaped the benefits of a cautious Q4 for ad spending – and it will continue to benefit as measuring performance remains a priority for advertisers. The measurement company reported a 27% growth rate in Q4.

In 2022, top players in digital advertising finally started taking gaming seriously, and the groundwork was laid for programmatic in-game advertising to grow thanks to a long overdue update to the IAB’s and MRC’s in-game ad standards. The scene is also set for in-game advertising to expand into console gaming, and we might even see the debut of the first sell-side platform dedicated to gaming.