Home The Big Story The Big Story: TV Drama And Business Data

The Big Story: TV Drama And Business Data

SHARE:
The Big Story Podcast

The Big Story podcast

It must be sweeps week, because TV drama is through the roof.

Nielsen lost its Media Ratings Council accreditation for National TV Ratings. The TV currency company calls the loss of the MRC seal of approval a hiatus while it focuses instead on Nielsen ONE, the cross-channel metric expected to launch late next year.

Broadcasters are frustrated by Nielsen’s undercount of TV audience numbers between when the pandemic started through Q1 this year, according to an MRC audit in February. Nielsen said the MRC council is not impartial, since it consists largely of broadcasters and other TV measurement providers.

On The Big Story this week, we discuss what the loss of one MRC accreditation means for Nielsen, and the ways TV ad sellers are already testing as alternative methods to guarantee certain audience reach benchmarks without the Nielsen standard. Not to mention speculating on a potential Nielsen acquirer.

The Big Story also has a guest appearance this week, with Myles Younger, senior director of Media.Monks’ data practice.

We discuss the ways marketers are bringing seemingly unrelated business data sources to bear in data-driven advertising. Some top beverage brands, for instance, have taken to using their own B2B apps – the online portals that restaurants, convenience stores and grocers use to select and restock drinks – as a leading signal on what kind of drinks are most popular at a local level. Using the data, brands can optimize campaigns to drive local foot traffic.

Must Read

Comic: TFW Disney+ Goes AVOD

Disney Expands Its Audience Graph And Clean Room Tech Beyond The US

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.