MRC

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.

Brands are starting to look at video games as an inventory source, but there’s no scaled programmatic infrastructure to help aggregate supply in video games. And so that’s where in-game ad platform Bidstack is focusing its road map.  “We’re moving toward being a gaming SSP, a pure tech play,” Bidstack Founder and CEO James Draper told AdExchanger.

The MRC is taking on the task of accrediting media mix modeling. But the industry needs to agree on definitions at the very least, then align on methodology. In the meantime, Marilois Snowman, CEO and founder of Mediastruction breaks down how to evaluate the effectiveness and impact of existing models.