Paramount

The “set-jetting” phenomenon means TV advertising and, more specifically, CTV advertising is a natural fit for travel brand Expedia promote its service.

Despite their dependence on Nielsen, programmers love complaining about the TV ratings titan. But Paramount Global recently went beyond griping when it announced its contract with Nielsen had lapsed.

Paramount is the latest entertainment studio headed for a showdown with Nielsen. Plus, Forbes seems to have been rebuked by Google Search.

Welcome to Week Three of the US vs. Google ad tech antitrust trial. Plus, ews publishers are turning to WhatsApp for traffic.

Why streaming TV might adopt the cloud-usage model for content; MAGNA projects strongest ad market in two decades; and “go woke, go broke” gets proven wrong, again.

On Monday, FreeWheel announced the integration of Proximic by Comscore’s contextual audience data directly into its ad management platform.

The broadcaster-backed joint industry committee certified iSpot as a national currency. The JIC already certified Nielsen’s other competitors – VideoAmp and ComScore – in April.

Woe is linear. Paramount is writing down its cable TV business by $6 billion and laying off 15% of its US workforce in advance of the Skydance merger.

It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.

With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.